Case Study
Harvest & Mill Case Study
Harvest & Mill is an American brand specializing in organic cotton clothing, with a strong commitment to sustainability and ethical practices. Their products, including basics, loungewear, and socks, are entirely made in the USA, from the farming of organic cotton to the final sewing processes.
Harvest and Mill focuses on creating a traceable USA supply chain, promoting carbon-neutral, vegan, and non-toxic fashion. Established in California in 2012, Harvest & Mill emphasizes the use of organic, dye-free cotton and supports the local San Francisco sewing community.
A new advertising account structure for campaigns was introduced to improve targeting and efficiency, and the introduction of a full-funnel strategy aimed to nurture prospects at every stage of the customer journey, from awareness to conversion.
Implementing a full-funnel strategy allowed Hive Digital to create a more cohesive and effective marketing approach, ensuring that potential customers were engaged at all points of their decision-making process. This strategy not only helped in improving conversion rates but also in maximizing the impact of the marketing spend by targeting users more precisely.
The strategy implemented by Hive Digital led to significant improvements in key performance metrics over three years. From 2021 to 2023, the Return on Ad Spend (ROAS) saw a remarkable increase, with the Conversion Rate (CVR) also showing substantial growth. Notably, from 2022 to 2023, despite a -42.06% decrease in spend, revenue increased by 2.73%, ROAS increased by 77.32%, and the Conversion rate increased by 33.72%.
These results underscore the effectiveness of the strategic interventions made by Hive Digital. The ability to significantly reduce spend while still achieving growth in revenue, ROAS, and CVR highlights the efficiency and effectiveness of the marketing strategies employed.
At a Glance
Goals
- Increase customer base
- Improve ROAS
- Improve Conversion Rates
Results
- ROAS increased 77.32%
- Conversion rate increased by 33.72%
- Spend decreased by 42.06%
Learning
As markets change or become increasingly crowded, advertising campaigns need to be adjusted. A full funnel approach may help companies that are seeking brand penetration find audiences throughout the purchase funnel. Hive's advertising specialists take a flexible approach, proactively monitoring markets adjust strategy while reacting in real time to market trends.
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