Philé
How we grew this luxury baby brand's revenue by 557% in just 5 months.
Philé is a luxury baby brand founded in Sydney, Australia in 2017 by Anna Vidović, the granddaughter of a seamstress. Inspired by her family background, Anna prioritizes natural fabrics and slow craftsmanship, principles that are central to Philé's philosophy.
Originally, Philé offered a wider range of lifestyle products. In 2022, the brand transitioned to focus on a dedicated collection for babies, young children, and their parents. Anna always knew her brand was destined for success, she had just not found the right formula. That's where Cliqued Digital comes in...
The Goal
Philé came to us wanting to implement a strategy to acquire new customers and scale her business profitability. While wholesaling was Anna’s primary revenue stream, she recognised the potential for higher margins through direct sales on her website. However, her current online presence wasn't optimised for success.
Key Deliverables
What We Delivered On:
- Website Upgrade
- Meta Advertising Management
- Fortnightly Consulting Catch-Up
- Klaviyo Email Flow Management
What We Consulted On
- Initial Competitor Analysis, Identifying Brand/Business USP’s
- Onsite Website Conversion Rate Optimisation
- Product Meta Data Optimisation
- Initial Klayvio Set-Up
- Pinterest Organic Posting
The Goal
Philé came to us wanting to implement a strategy to acquire new customers and scale her business profitability. While wholesaling was Anna’s primary revenue stream, she recognised the potential for higher margins through direct sales on her website. However, her current online presence wasn't optimised for success.
Key Deliverables
What We Delivered On:
- Website Upgrade
- Meta Advertising Management
- Fortnightly Consulting Catch-Up
- Klaviyo Email Flow Management
What We Consulted On
- Initial Competitor Analysis, Identifying Brand/Business USP’s
- Onsite Website Conversion Rate Optimisation
- Product Meta Data Optimisation
- Initial Klayvio Set-Up
- Pinterest Organic Posting
Solution
The first step to scaling was a website upgrade. We migrated Philé to a Shopify 2.0 theme, this gave Anna the ability to easily create and modify content-rich page experiences. Weaving Anna's brand story throughout the website was a key priority. We ensured her unique brand essence was preserved while making design adjustments to help users at every step of their unique customer journey.This resulted in a website that effectively communicated Philé values and resonated with their target audience.
Filtering by product attributes and recommended products is key to the buying experience. We implemented intuitive search functionality to help customers quickly and easily find exactly what they need. Additionally, features like product recommendations, metafields, sibling products and a mega search menu further enhanced the shopping experience.
Knowing your brand is knowing who your customers are that is the core to scaling your business. Philé needed to accelerate their growth by targeting relevant and ideal audiences. To do this, it was essential to reach the right customers at the right time with a digital strategy.
We anaylsed Philés existing digital strategy and we identified areas for improvement. To achieve their target revenue, Annas digital strategy needed to be more targeted. Our task was to structure their paid campaigns to deliver solid ROAS while increasing revenue. We asked Philé to unpack their brand strategy to allow us to develop detailed customer profiles for targeted ad campaigns. Paid advertising on Meta was then structured to deliver a strong return on ad spend (ROAS) and drive revenue growth. The newly designed website further enhanced the effectiveness of these campaigns, resulting in a 550% ROAS on Meta within the first month.
Our ongoing partnership with Anna didn't stop there. Through our monthly retainer support, we continuously optimised campaigns. This included testing new audience segments, refining strategic ad spend,and differentiated ad creative. By constantly iterating and analysing results, we ensured the campaigns delivered the best possible results for Philé.
To nurture long lasting relationships with both existing and new customers, we implemented a comprehensive email marketing strategy. This involved a complete overhaul of Phile’s email marketing setup, including migration from Campaign Monitor to Klaviyo. We then crafted engaging email flows that nurtured new customers and existing customers. These flows educated new customers about Phile's highly curated products and nurtured Phile’s existing customers. We also launched bi-weekly email campaigns featuring personalised messages tailored to different audience segments. These messages aligned with Phile's key content pillars, ensuring each recipient received relevant and engaging content. By segmenting their customer database. By delivering more relevant content, Phile's email campaigns saw a boost in engagement and open rates
Maintaining a clean and healthy email list is crucial for success. Through regular list cleaning, we removed unengaged profiles. This not only saved Philé on subscription costs but also significantly boosted campaign metrics by focusing on a receptive audience. Email marketing now contributes a significant 20% to Phile’s online revenue.
Outcome
- 557% increase in revenue
- 25% increase in conversion rate
- 83%increase in average order value
- 219% email revenue increase
Solution
The first step to scaling was a website upgrade. We migrated Philé to a Shopify 2.0 theme, this gave Anna the ability to easily create and modify content-rich page experiences. Weaving Anna's brand story throughout the website was a key priority. We ensured her unique brand essence was preserved while making design adjustments to help users at every step of their unique customer journey.This resulted in a website that effectively communicated Philé values and resonated with their target audience.
Filtering by product attributes and recommended products is key to the buying experience. We implemented intuitive search functionality to help customers quickly and easily find exactly what they need. Additionally, features like product recommendations, metafields, sibling products and a mega search menu further enhanced the shopping experience.
Knowing your brand is knowing who your customers are that is the core to scaling your business. Philé needed to accelerate their growth by targeting relevant and ideal audiences. To do this, it was essential to reach the right customers at the right time with a digital strategy.
We anaylsed Philés existing digital strategy and we identified areas for improvement. To achieve their target revenue, Annas digital strategy needed to be more targeted. Our task was to structure their paid campaigns to deliver solid ROAS while increasing revenue. We asked Philé to unpack their brand strategy to allow us to develop detailed customer profiles for targeted ad campaigns. Paid advertising on Meta was then structured to deliver a strong return on ad spend (ROAS) and drive revenue growth. The newly designed website further enhanced the effectiveness of these campaigns, resulting in a 550% ROAS on Meta within the first month.
Our ongoing partnership with Anna didn't stop there. Through our monthly retainer support, we continuously optimised campaigns. This included testing new audience segments, refining strategic ad spend,and differentiated ad creative. By constantly iterating and analysing results, we ensured the campaigns delivered the best possible results for Philé.
To nurture long lasting relationships with both existing and new customers, we implemented a comprehensive email marketing strategy. This involved a complete overhaul of Phile’s email marketing setup, including migration from Campaign Monitor to Klaviyo. We then crafted engaging email flows that nurtured new customers and existing customers. These flows educated new customers about Phile's highly curated products and nurtured Phile’s existing customers. We also launched bi-weekly email campaigns featuring personalised messages tailored to different audience segments. These messages aligned with Phile's key content pillars, ensuring each recipient received relevant and engaging content. By segmenting their customer database. By delivering more relevant content, Phile's email campaigns saw a boost in engagement and open rates
Maintaining a clean and healthy email list is crucial for success. Through regular list cleaning, we removed unengaged profiles. This not only saved Philé on subscription costs but also significantly boosted campaign metrics by focusing on a receptive audience. Email marketing now contributes a significant 20% to Phile’s online revenue.
Outcome
- 557% increase in revenue
- 25% increase in conversion rate
- 83%increase in average order value
- 219% email revenue increase
I was recommended Cliqued Digital at a time when I was struggling to maintain steady and consistent sales and growth, despite the immense time and effort I was putting into the brand. They listened to my concerns and asked me poignant questions I hadn't even considered before, giving me a clear identity and path for expansion. I consider their team an extension of my own, often bouncing content ideas together with Isabella as if we were colleagues - they are absolutely not your average agency. I am still in disbelief at the success we've had together, and feel confident to keep charging forward with their guidance and support.
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