We’re Bshirt – a British maternity brand on a mission to empower women to breastfeed confidently in public, whilst reducing clothing waste.
"We rely on word-of-mouth to not only fuel our growth, but to spread our message effectively – and it’s our community who we turn to to validate new ideas, such as our rental collection.
We found that it is 16 times cheaper to acquire customers in Herdify areas. When you see the numbers like this, it's a no brainer! We’re also excited to see how we could use the Herdify insights in other areas of our marketing strategy.”
Before Herdify
We’re a small business trying to compete in an already crowded market, and whilst we believe that we have a truly unique proposition, executing a successful marketing strategy is challenging as a challenger brand!
We found that we couldn’t cut through with expensive non-branded keywords, and social advertising results were incredibly inconsistent from month-to-month.
We previously used the social media platforms’ targeting recommendations but found that we were targeting a shrinking pool of customers who had little knowledge of our brand and who were also being targeted by our competitors. It was hard to standout.
After Herdify
We took Herdify’s data insights and used them to direct our social media ad spend more efficiently.
We used 10% of our spend on Herdify-recommended areas and were blown away by the results…
The numbers
- With just 10% of ad spend, we generated 16% more revenue in Herdify areas than non-Herdify areas (where 90% of the budget was spent)
- It was 16 times cheaper to acquire new customers in Herdify-recommended areas
- We reduced our spend overall by 19%, and found that sales were down less than 1%
By targeting customers who have been exposed to Bshirt through word-of-mouth, we’ve been able to :
- Save a significant amount of wasted ad spend and increase revenue
- Focus our social media ads on people who are likely to have already heard of us
- Start building a community of brand advocates who will help to spread our message
Behind the scenes
We know that community and word-of-mouth are incredibly important for us, because our brand goes beyond clothing. We want to empower women to feel comfortable breastfeeding in public, and at the same time to reduce clothing waste and environmental impact.
Our rental collection is also a relatively new concept in the maternity space, and we’ve found that these are all messages that are more powerful when communicated by our community, rather than by us as a brand.
Until now, we’ve had no way of finding where our communities are in the real world. We use our customers’ reviews and UGC to give us an overview of brand health, but this is very much skewed to the online world – and we know that so many of these conversations happen offline… At the school gate, in the park, in the supermarket, at the local wine bar…
Herdify’s AI technology has enabled us to detect offline word-of-mouth so that we can target our social media advertising to those areas. In doing so, we’ve been able to nudge those who have already received a word-of-mouth recommendation about our product, but may have forgotten us or our brand name.
With Herdify’s help, we know that there’s so much more we can do to leverage our “real-world” community across our entire marketing strategy.
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