How Annie International Increased Monthly Revenue by 6x In 3 Months

Project Overview.

SERVICES

CREATIVE, LIFECYCLE, STRATEGY, PAID SOCIAL

INDUSTRY

BEAUTY

Annie International is an established global leader in beauty, personal care, and styling products. Annie International had triumphed in the retail and wholesale arenas but encountered a puzzle in the digital domain. Despite earlier attempts, their direct-to-consumer (DTC) endeavors had yet to hit their stride. The question lingered: after a mediocre start could DTC become a thriving revenue stream?

INCREASE IN MONTHLY REVENUE WITHIN 3 MONTHS

502%

INCREASE IN TOTAL REVENUE ACROSS PAID MEDIA

204%

INCREASE IN TOTAL REVENUE ACROSS ALL DTC CHANNELS

67%

GROWTH IN EMAIL FLOW REVENUE

368%

INCREASE EMAIL CAMPAIGN REVENUE

“Giant Propeller is an extension of my team. The way that you manage the business is not just about doing the job, you educate us on why you make the recommendations, and you get us the results that we need.”

STEVE MILLER, EXECUTIVE VICE PRESIDENT
ANNIE INTERNATIONAL

Challenges.

To test the viability of this new venture, Giant Propeller was tasked with auditing, assessing, and revitalizing Annie’s DTC strategy. The mission was clear: boost revenue through customer acquisition (paid advertising) and retention (email marketing).

Annie International found itself leaving potential untapped, grappling with subpar retention and unrealized opportunities.

Their paid ad accounts suffered from suboptimal targeting and uninspired creativity, resulting in a concerning return on ad spend (ROAS) of below 1 – a costly venture.

Email conversion rates were very strong – over 25% – but the number of sends was extremely low as their email list was in the low hundreds.

Solutions.

Giant Propeller identified a latent treasure trove: business owners, not your typical DTC consumers, held the most promising potential. Annie’s highest conversion rates and average order values emanated from entrepreneurs purchasing in bulk and investing in professional-grade equipment, such as hooded hair dryers. Not only did Annie need to change how they were marketing, they needed to completely shift who they were marketing to.

The Strategic Leap

We launched a dynamic lead generation campaign targeting business owners through Facebook and Instagram ads, enticing sign-ups with compelling promotions. These leads were channeled into tailored email journeys, crafted for owners and managers of barbershops, salons, beauty schools, and similar establishments. Continuous A/B testing honed every facet – from enrollment forms to email delivery times, subject lines, and design elements. Annie’s inaugural SMS program expanded our reach.

The Revenue Engine

Google Shopping assumed the central role as our primary revenue driver. We introduced Performance Max campaigns, showcasing our inventory across the expansive Google network. These campaigns dynamically adjusted based on the behavior of website visitors and existing customers.

Results.

Annie International’s transition from a traditional beauty giant to a digital powerhouse was a formidable achievement. Giant Propeller’s strategic approach unlocked the full potential of their DTC endeavors. Annie’s success story serves as an inspiration – a testament to the transformative impact of strategic marketing and knowing your true target audience.