Case Study — Reaching Passionate Customers

Ephemeris

CATEGORY

Jewelry

Ephemeris23.2.20-17-Edit.jpg

Overview

Ephemeris manufactures high-end custom jewelry with a spiritual element—your personal astrological birth chart. Founded in 2019 by Daniela Vianna and Guilherme Verri, Ephemeris has steadily built a devoted following of fans who want deeper insight into what the stars have to say. Partnering with Baotris to grow their D2C business, we led initiatives on [promo and sales strategies, data-driven performance marketing, as well as creative testing.

Key Strategies

Identify key personas through social listening, post-purchase surveys, and user research

Develop and implement a comprehensive influencer marketing strategy to match the key personas for ToFu and BoFu campaigns

Test promotional strategies on different organic channels for various audiences (such as tiered pricing)

Improve email marketing performance by optimizing existing purchase flows while testing new ones

Focus on a data-driven approach to brand building by unifying organic efforts across all organic channels

The Process

By analyzing post-purchase surveys and conducting user interviews, the Baotris team identified Ephemeris’ target persona as astrology enthusiasts as opposed to what Ephemeris was previously targeting—jewelry enthusiasts. Baotris then mapped out a new purchase journey of current and prospective Ephemeris customers by launching an end-to-end persona-based marketing flow.

At each step of the journey, we tried new strategies and gauging conversion rates, including:

 

  • Testing urgency beyond just a deadline, using scarcity

  • Testing promotions both to existing customer vs. leads/prospect customers

The Results

Improved email deliverability by moving over to a live text & image email approach versus 100% image-based comms

Email campaigns contributed to 35% of revenue

Launched 3 new foundational flows: New Customer Welcome, Lead ReEngagement, and Birthday

All KPIs performed better than expected, excluding conversions

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