Merry People, a Melbourne-based eCommerce footwear brand, has captivated global audiences with their exquisitely designed gumboots. Their mission revolves around bringing joy and vitality to their customers, encouraging them to embark on unique adventures and embrace the unknown.
Digital Minds have proudly partnered with Merry People for a few years, witnessing remarkable growth both locally and internationally. This collaboration has been instrumental in propelling Merry People towards achieving their ambitious goals.
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Merry People faced the challenge of scaling their business and reaching new audiences. Despite recognising a significant market opportunity, they found themselves stretched thin across various priorities.
Seeking experts to guide their investments, formulate an effective marketing strategy, and implement a nuanced approach to testing and optimisation, Merry People enlisted the expertise of Digital Minds. The objective was clear: supercharge growth and successfully expand into new markets.
Digital Minds responded to Merry People’s challenge by constructing a comprehensive growth-focused strategy. The emphasis was on identifying new audiences, exploring untapped markets, and introducing creative approaches.
Extensive research, ranging from category insights to understanding target personas, informed the development of a framework tailored to new audience segments across digital channels.
To broaden the reach, Digital Minds introduced platforms including Pinterest and TikTok to Merry People’s heavy focus on Meta. A robust test and learn methodology was employed, delivering unprecedented growth levels to Merry People.
Leveraging their deep expertise in data and analytics, Digital Minds integrated macro environmental factors such as weather, economic outlook, market sentiment, and media economics into their testing approach.
Recognising an opportunity to enhance conversion rates, Digital Minds collaborated closely with the Merry People team, reducing friction in the user journey and realizing significant uplifts across all digital channels.
The collaboration between Digital Minds and Merry People has yielded exceptional results, marking a period of significant success.
Surpassing the minimum ROAS (Return on Ad Spend) KPI, Digital Minds not only doubled brand awareness but also expedited Merry People’s successful scale-up in the US, NZ, and UK markets; watching their business grow x5.
The partnership has been characterised by continuous global expansion, with Digital Minds playing a pivotal role in fast-tracking Merry People’s growth journey throughout the US, Canada and the UK.
