Start-up bridal industry trying to break-into a stuffy, non-dynamic industry owned by a couple of heavy hitters

• client was a small fish in a big pond not getting attention or focus from their agency, but paying the premium to hire them
• campaigns were not being executed properly, and not a lot of optimization was happening on a weekly basis
• campaigns were structed in ways that kept creative and campaigns in learning phase for too long, which didn't help performance
• not leveraging retargeting enough---low hanging fruit left to rot on vine

Gruvtowl (Groove-Towel)  was a new product entering a golfing market full of big, established brands. The product (a golf towel with integrated brush) was innovative and well designed, but entering a category with no direct competitor meant there was no established product to pitch against.

The marketing budget was modest and the stakes were high – the client had to prove the product worked and deliver fast sales to fund future investment.

They wanted to get a more active social media presence

The brand faced several tough periods during the ups and downs of the pandemic, at times also overlapping with the natural seasonality of its vertical.

They were again facing a drop in sales and ROAS and I was working on a strategy to improve their ROAS.