120% YoY Revenue Growth
10XL takes Ashley & Co. forward in multi-year partnership.
The Story
Ashley & Co. are scent pioneers, crafting products for the home and everyone in it.
What began over a decade ago as creative experiments involving potions and concoctions informed by founder Jackie Ashley’s memories of exotic travel, and a childhood growing up in Hong Kong, is today, a modern day scent company designing daily moments of joy, peace, and tranquillity through habitual rituals and scents.
The Challenge
Primarily focused on bricks and mortar and traditional channels, Ashley & Co. knew digital marketing was a critical component missing in their marketing stack.
Without in-house expertise, they weren’t sure where and how to start but knew that it was important to honour and maintain their very unique brand essence while doing so.
The Solution
A multi-year collaborative partnership built on test-and-learn methodology
As a data-driven media agency, 10XL was engaged to guide and support Ashley & Co’s foray into digital marketing.
Starting with a very insightful analytics and audience analysis, what ensued has been a multi-year journey of numerous data-backed test and learn cycles, campaigns, and gradual scaling of investment and performance of Ashley & Co.’s digital marketing capabilities.
All the while keeping in step with the company’s founders to continually educate and ensure understanding of various strategies and tactics employed through an unprecedented global pandemic, as well as the constantly evolving challenges in the digital media, data, and privacy landscape.
Stage 1:
Media Strategy
We targeted the right people using data from different sources.
We reached those interested in subscriptions.
We showed ads again to people who visited our website or social media.
We used Conversions API and UTM clicktags to better track if people buy our stuff.
Selling more products together helped us improve media ROAS.
We combined organic with paid to show the brand to more people based on engagement and data, not guesswork.
We used ads in searches and shopping to connect with customers at different times while they shop.
Stage 2:
Website Optimisation
We made dashboards in Looker Studio to find easy ways to improve how our website looks and works.
Using Microsoft Clarity heatmaps and Google Optimize tests, we made pages better so more people took action on our site.
By improving the website and making sure it's better, we made our ads safer and got more from the new people coming to our site.
We monitored and audited the experience regularly to ensure we were not losing people at key steps.
Stage 3:
Brand & Sustainable Growth
We upcycled the most interesting videos and ads from the last two years to keep our messages fresh and interesting.
Our blog had great content showing avocado recipes, alongside beautiful photography. Even though blogs don't make people buy, they help people get to know our brand. Later, we reached these users again at a lower cost.
By balancing recipe brand plays and performance ads, we made The Avo Tree's online ads harder overall.
Massive year on year growth
+120% Sales Revenue
With a solid foundation of testing, data and collaborative processes, the 10XL team continues to support Ashley & Co. in leveraging insights generated to date, while seizing new opportunities arising from the ever-changing digital landscape.
You can discover Ashley & Co. online or at a boutique stockist near you.
For more ecommerce magic, get in touch with the 10XL team.
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