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Meet IMBŌDHI: Onesies Redefined. IMBŌDHI is on a mission to redefine onesies with a comfort-driven, clean, & minimalist approach. Less time getting dressed means more time doing what you love in IMBŌDHI. Their hero product, the Bōdhi Jumper is loved by thousands of body-lovers and movers-and-shakers worldwide offering superior flexibility, quality, and comfort in every piece of clothing.
The Challenge
At the end of 2022, IMBŌDHI had seen a -6% YoY decline impacted largely by Meta ad inefficiencies leading to two consecutive years of virtually zero growth. At the end of 2022, IMBŌDHI reached out with an 80% YoY growth target for 2023 to break the cycle of stagnant growth.
The Strategy
After taking a look underneath the hood of the business, we identified three critical areas to hone in on for 2023 to achieve the growth target:
Attribution: Their prior media agency was leveraging just platform reported metrics without keeping the business top of mind. Once we took over, we activated Triple Whale’s attribution for a better understanding of how each channel worked within their marketing mix and focused on two core business KPIs: New Customer Acquisition Costs (nCAC) and Blended Return on Ad Spend (bROAS).
Northstar KPIs: IMBŌDHI was focused on one KPI: Profitability. When prompted with questions around nCAC and bROAS targets, IMBŌDHI had not thought of these KPIs yet. We worked together to establish targets for both nCAC and bROAS to allow for a clear indicator of whether we could scale faster or pull back by having these Northstar KPIs that were tied to profitability.
Content: Historically IMBŌDHI had produced content in-house with no direction from their prior media agency. With Meta being their primary marketing channel, content was the largest opportunity to level up Meta Ads performance. We implemented a content strategy crafted around core value props paired with third party validation and Replo landing pages. One of our content experiences looks like this:
