Shredly Case Study: Influencer Persona Development

Highlight: Optimized conversion through essential marketing strategies

Category: Clothing


Overview

SHREDLY is a women’s mountain bike and outdoor apparel brand that focuses on igniting excitement for adventure with artful, yet technical design. As a female founded and operated brand, Shredly is on a mission to offer women of all shapes and sizes the best selection of technical apparel.


Key Strategies

  • Assess and make an actionable plan to expand Shredly’s addressable market

  • Re-structure the main pillars of Shredly business by identifying key personas through social listening, post-purchase surveys, and user research

  • Craft a unified customer journeys across the different pillars of organic demand, specifically focusing on influencer, affiliate, and email marketing

  • Unify the brand’s voice and direction

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

The Process

While Shredly had the potential to expand their market beyond the Mountain Bike community, the brand lacked the direction and strategy to differentiate to reach larger audiences.


Baotris partnered with Shredly to restructure the organic pillars of their business and began by analyzing their business data and conducting customer interviews to create customer personas.


We also created a unified customer journey across the different pillars of organic demand. To unify voice and direction, we developed and managed a content roadmap for their organic pillars, creating a cohesive story across all of Shredly’s owned channels, including influencer and affiliate marketing, social media, email marketing, and organic content. After these efforts, customer acquisition rates and conversions increased, helping Shredly break their reliance on Facebook ads and Google AdWords.


The Results

  • Successfully launched the influencer and affiliate program utilizing the key personas which generated a revenue of 2K% ROI

  • Implementation of new email flows contributed to an increase of 11% in email revenue in only 4 months

  • Optimized customer retention strategy generated an increase in revenue of 47% from returning customers

  • 11% increase in revenue generated by new customers due to identifying two new key personas and focusing on creating a strategy across all channels to focus on targeting the new personas

  • Increased Google impressions share from 15% to 80% against competitors


 

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