Maria Galland

Goal

Maria Galland tasked us with digital transformation and empowering the brand by taking an omnichannel approach to marketing. We wanted to form a long-term digital strategy to strengthen brand awareness, partnerships and online sales.

Approach

We started the process with a thorough audit of the e-commerce store, as well as a full digital marketing analysis. These insights were used to form an integrated digital strategy for e-commerce optimisation, blog creation guidelines, automated email marketing and social posting strategies, as well as a display advertising plan.

Integrated content and growth strategy

Alongside the omnichannel strategy, we used analytical insights to shape content creation, distribution and channel investment. This connected Maria Galland’s ecommerce, email, organic search and social activity into one coordinated growth programme, with audience groups and content maps guiding every touchpoint.

Email marketing

We used email marketing as a tool to build trust and form a deeper brand connection with both B2B and B2C customers, as well as increase profitability, customer return rate and brand loyalty. We revised the service email flows to ensure all customer service touchpoints are aligned with the brand image and deliver added value to the customer. By segmenting and cleaning email databases, we increased the relevance and deliverability of email marketing campaigns. This in turn resulted in +224% returning customer revenue (YoY) in the first month alone.

Display advertising

We used Dynamic Display Retargeting to encourage repeat purchases with existing audiences and we increased brand awareness by using video and banner ads for lookalike and interest-based audiences. Creative, format and audience testing is ongoing for campaigns as we continue zooming in on what works best for the Maria Galland customer.

“Great advertising and e-commerce growth ideas, plus a concrete and clear action plan was suggested by the WFMA team. They are always willing to help in emergencies and go the extra mile while doing it. We find the monthly calls very useful in which we are presented with interesting statistics and practical tips. The WFMA team members are extremely kind and we enjoy working with them on growing our online part of the business.”

Results

Through the first quarter alone, the brand performance increased dramatically. The site saw a revenue increase of 118%, while transactions were up by 109% and conversion was up by 108%.

Within three months, the integrated strategy improved the return on investment across organic and paid communications. Over the following six months, inbound channels continued to increase both traffic and conversions across the Maria Galland digital ecosystem.

Organic Search traffic increased by 74% YoY while channel conversion increased by +20%, delivering a +110% increase in transactions and a +205% increase in revenue. Social traffic increased by 594% YoY, while channel conversion increased by +174%, delivering a 1,800% increase in transactions and a +5,239% increase in revenue.