We’re a full-service growth marketing agency focused on digital solutions for forward-thinking companies. Helping emerging brands thrive in the digital world.

MVR Digital

Building a robust data collection strategy across web + mobile app, for trustworthy metrics

Alo Yoga

🤩 Results

Alo was grappling with an outdated tracking setup, compounded by many hands tweaking settings. This led to unreliable data, along with a difficulty to distinguish between website and app purchases. Despite knowing that transitioning to GA4 would offer clearer insights, the team's past experience with another agency made them wary. The attempt to switch had become a quagmire, stalling their progress.

Problem

Recognizing Alo's complex setup, we prioritized two main objectives: Firstly, using the measurement protocol, we streamlined accurate sales data across both app and web, and harmonized metrics across payment processors. Secondly, we implemented enhanced data tracking, offering the marketing team insights into user interactions and high-performing PLP placements.

Solution

The outcomes were significant: an 80% boost in marketing data attribution, full centralization of marketing scripts, a 50% increase in data points tracked, and 30% faster data analysis.

Results

🔍 Approach

Designing a robust data-collection strategy

Fearless creative. Integrated strategy. Untamed digital growth.

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Optimizing and refining ad strategy for a skincare company that's challenging beauty norms

Topicals

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Increased conversion in NYC & LA from trucks

Topicals hit the ground running in summer 2020, but soon after the launch buzz, sales slumped. Their previous ad managers were unable to grow the account: with a ROAS below 1x and a CPA over $50, they were spending more to gain customers than they earned. Time was ticking with the peak shopping season on the horizon. And while they aimed for a game-changing partnership with Sephora, they needed beefier revenue stats, a larger email subscriber count, and enhanced user engagement to seal the deal.

Enter MVR, just in time for the Black Friday rush.  Before we began ramping up, we first got the house in order – stabilized the account, sorted pixel-related structural glitches, and revamped ads to better resonate with customers. Our mantra is: Test, learn, iterate. Weekly sprints saw new asset and copy variations, with the best rising to the top for new iterations for the following week. We overhauled email designs to not just sell but to build a community. Lastly, harnessing data from NYC & LA – the cities with the highest DTC conversion rates – we rolled out an on-the-streets truck campaign, boosting brand awareness while gathering mobile device data for retargeting on digital channels.  

Within just a few weeks, our first-purchase acquisition cost dropped from $50+ to under $16, and remained around that metric for months before iOS-14 changes (based on 28-day click metrics). Our ad effectiveness was so good that we had to hit the brakes multiple times as the brand sold out of their hero product 4 times within our first 3 months together. Our email restructure and redesign resulted in a 35% repurchase rate increase. And most importantly, Sephora.com was eager to add the brand to its store. With our redirection of ads towards the Sephora site, Topicals was sold out within 48 hours, the first for any brand in Sephora's history. 

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Sold Out Within 48 Hours

📣 Platforms utilized

Develop modernized and effective email designs to engage Crain’s 78 million subscribers

Developing modernized and effective email designs to engage Crain’s 78 million subscribers

Crain Communications

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The Crain brands, having already successfully modernized their websites, were seeking to align their email communications to the same updated standard. While the websites had been given a contemporary touch, the emails needed a similar refresh to achieve cohesive branding and to maximize engagement with their vast customer base. Recognizing the intricacies of such an undertaking, the Crain team sought expertise from outside their in-house resources.

MVR jumped into action, coordinating with Crain's leadership to establish objectives and identify potential metrics enhancements. With our comprehensive knowledge in email marketing, we meticulously crafted over 95 modernized emails for 11 distinct Crain brands. These refreshed designs were not only brand-consistent but also focused on driving conversions. To ensure we were on the right track, a series of A/B tests were implemented, gathering insights on user preferences.

Our emails, apart from being sleek and mobile-responsive, yielded substantial improvements: Open rates improved by 37%, and click rates boosted by 19%. Concurrently, our redesigned ads and social media assets for Crain generated a significant 62% rise in overall engagement.

Crain Communications

🛠️ Our contributions

🤩 Results

🔍 Approach

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