Prior to working with DIDO AGENCY, their profit margins were typically strong, but they weren't fully utilizing their network of previous buyers. Selini New York discovered that in order to stay in touch with customers between transactions, it needed to improve its marketing efforts.

Goodfair is an online recycled clothing retailer focused on reversing the negative effects of consumerism. Unlike ThredUp or a normal thrift store, customers purchase "product categories or bundles" and are sent an eclectic mix of items adding a mystery element to the experience.

Challenges:

• Often sold out of in-demand product categories, making it hard to scale top-performing ads
• Didn't have a consistent stream of new content
• Always had an abundance of low-converting product categories that they wanted to push

Strategies:

• Immediately created evergreen ad content that converted well and was scalable since it wasn't tied to a specific product
• Worked with the client on an influencer outreach plan to build up their asset library—used this content to create eye-catching videos that focused on the styling of the products, while also highlighting Goodfair's mission
• Pitched the client on product-specific influencer outreach initiatives to get more creative (and hopefully higher converting) content featuring the products that were a tougher sell

The main challenge was to scale campaigns and improve return on ad spend. The client also wished to expand their customer base as it was mostly ages 50+.

I onboarded them as a new client in 2014 when they were facing challenges with their new online store. Their online conversion rate was poor and needed help with performance marketing and CRO. The ROI at the time was $2 for every $1 spent on media.