Context

Friday is an e-commerce startup in the online cosmetics market, which is a very competitive market. The startup consists of a small team, with limited knowledge of online marketing. The baseline for marketing processes and analytics had to be determined from scratch.

Challenge

How do we add more experience to the product? Determine whether the product is “viable” enough. Investigate which channels are most relevant. How can we reduce the acquisition costs? How can we optimize the Customer Lifetime Value? Which results and insights are needed to make Friday attractive as a business case for potential follow-up investors?

Approach

For the period of one year, a Growth Architect from Bammboo has provided support to the core team. In getting up the new marketing team together, we have played an active role in recruitment, selection, and onboarding. In the first phase, validating the proposition was priority number 1. From qualitative conversations at events to continuous surveys after the ordering process about why users stop, pause or continue. We have conducted various A/B tests on the website. As a campaign manager, we have realized optimizations within Instagram, Facebook, and Instagram. As a result, we have set up a clear content strategy in order to obtain higher engagement levels within the community. An example of this is a series of video tutorials in order to make the concept easier and more inspiring. This creation was initiated and produced by us.

Results

We have put together a team in order to perform experiments scalably. A growth process has been set up and the team knows how to monitor and develop it. Marketing automation has been implemented and ensures a good relationship with new customers. By optimizing continuously we have at least doubled the conversion rate and we have been able to lower the CPA.

Furthermore, we have developed a framework and playbook for SEO, which the team can use autonomously.

Hands-on activities Growth Architects

45%

Value proposition design

15%

Campagne Management

40%
13
Months
friday-mascara-bammboo-growth-hacking
25
Reduction in acquisition costs
41
Conversion Rate
4
Marketing team members
48
Open Rate Email Drip campaign

“Inspiring, transferring knowledge of the process and tools, enthusiasm. A pleasant strategic sparring partner.”

Maurits van Dedem Founder & CEO Friday Cosmetics