Defining a Lifestyle.
How we helped Urbane Ritual define the California lifestyle and connect to users through digital.
Summary
Urbane Ritual was started by two friends when they were inspired to create something they couldn’t find. Their vision, create a modern, classic headwear forged in style and ultimate functionality. Entering a crowded category where seemingly a new lifestyle brand comes to market every month, Urbane Ritual needed to stand out in a sea of sameness.
We completely revamped UR’s digital business with a full-funnel social advertising strategy, email marketing flows, and a redesigned, mobile-optimized eCommerce site—a full digital ecosystem built to drive new revenue streams to grow the business.
Our Role
Digital Strategy
Brand Identity
Content Strategy + Development
Content Creation
Email Marketing
Social Advertising
UX + UI Design
eCommerce Development
CRM Integration
Challenge
Urbane Rituals’ site was a custom built solution making simple changes and performance optimizations difficult. A migration to Woocommerce was in the cards to allow for simple adjustments and the ability to leverage valuable plugins.
Starting from ground zero. Data across Google, Facebook, Instagram, Snapchat, Pinterest, TikTok, and email were not properly configured causing a loss of valuable third and first-party data.
Insights
The average consumer had never heard of Urbane Ritual. Data indicated that 90%+ of visitors to the site were there for the first time.
Users were getting “stuck” on Collections pages and not diving into Product pages to convert. It was important to provide as much info across the site to give users detailed information about each hat to increase exploration and conversion.
Solution
Setting the Stage
With strong brand positioning in place we began to build out a distinct brand identity and customer experience to set the stage for this upscale, modern, California lifestyle brand. The brand’s mantra “Define Your Ritual” needed to live through every piece of content to showcase the versatility of the product.
Building a Foundation
Having a strong foundation was paramount for UR, we utilized the front-end of Wordpress and the back-end of Woocommerce and redesigned the site utilizing the new brand identity. We also setup and reconfigured all tracking across social and Google, while moving them to Klaviyo as their CRM and email/sms marketing platform.
Activating on Digital
We completely revamped the customer journey ensuring triggered emails were in place moving users into various flows based on site behavior. Social advertising was leveraged to introduce consumers to the brand with eye-catching visuals, later retargeting them with dynamic product ads to drive sales.
Results
Only eight weeks after launch, we were able to far surpass sales goals transforming their business in a short amount of time. The site saw dramatic improvements in conversion. Social advertising saw a 6x ROAS across all channels (Facebook, Instagram, Snapchat, and TikTok). Email flow campaigns allowed us to engage users new to the brand, drive sales based on site behavior, and re-engage users who had previously purchased. A strong formula to scale success well into the future.
Numbers
+190%
Increase in Conversion Rate
6x
Return On Ad Spend
-230%
Decrease in Cost per Purchase
+110%
Increase in Email Click Rate