Marielle Reussink

The Cinnamon Room specializes in creating beautiful luxury rugs and home décor inspired by the founder’s travels. The project began just as the pandemic hit, forcing the world into lockdown. Overnight, the goals shifted from increasing awareness and driving foot traffic to the store to boosting website traffic and online sales to ensure the company’s survival.

We initiated the project with an in-depth workshop to understand the company’s goals and challenges thoroughly. From there, we developed an integrated marketing strategy that spanned multiple channels, including a comprehensive audit of their existing communications, website, SEO, and a review of competitors.

Once the strategy was approved, we executed a series of tactics as part of a cohesive marketing campaign. This included managing their social media channels (Facebook and Instagram), launching targeted social media ads, optimizing email marketing, and running Google Ads. We continuously refined their SEO efforts and hosted virtual styling workshops to keep audiences engaged. Additionally, we built landing pages to drive sign-ups for these workshops, ensuring a steady flow of new interest and engagement.

TinySeats is an innovative car seat for kids. To assess market demand, the client wanted to launch an awareness campaign and evaluate its potential through an Indiegogo fundraising campaign.

As a completely new company with a product in the sensitive health and safety space for children, we needed to build credibility around the founder and the team behind the innovation.

We began by developing a storytelling guide to ensure consistent messaging across all touchpoints. Using this foundation, we launched a multichannel campaign to build brand awareness and generate excitement for the product’s release. The campaign included Facebook and Instagram management and ads, a dedicated campaign website with a blog and landing pages, video content created in collaboration with a partner, PR outreach, email and direct messaging campaigns, and contests.

Throughout the campaign, we actively managed the numerous questions and comments on our posts and ads. By converting these interactions into conversations via Facebook and Instagram Messenger, we were able to turn inquiries into actual customers through a targeted direct messaging campaign upon launch.

August Society designs and produces sustainable clothing and accessories for the whole family. With the pandemic impacting retail sales, the brand sought to develop its own online channels to drive sales and build a loyal customer base. Already equipped with an eCommerce website, the primary goals were to increase reach, traffic, and conversion rates.

To help August Society achieve these objectives, we created an end-to-end communications strategy to position the brand clearly. This involved taking over its Facebook and Instagram presence, launching targeted social media ads, and providing ongoing website optimization recommendations.

We employed various tactics to engage customers, including product and collection launches, ambassador search campaigns, multi-brand giveaways, and seasonal promotions. As the initial project proved successful, our scope expanded to include Google Ads, Pinterest marketing, and design work.

The results were remarkable: annual sales grew fivefold, CPMs were 42% lower than the previous freelancer’s, average CTRs on campaigns increased by 57%, return customer rates rose by 64%, and site conversion rates jumped by 76%.

K2S is a supply chain implementation consultancy focused on creating actionable solutions for long-term, positive impact. Before partnering with The Emms, K2S struggled with low brand awareness and limited visibility, which hindered lead generation.

To address this, we started with a deep-dive workshop to help K2S identify the most effective strategy. After a competitor analysis, we developed a plan to raise brand awareness, position the company effectively, and differentiate it from competitors.

We executed the strategy by managing their LinkedIn account, running LinkedIn ads, and publishing monthly blog posts and landing pages. Our team created engaging copy and visuals, and through consistent posting and targeted ads, K2S gained greater visibility and engaged its audience.

Beyond promoting the company, this project also included the go-to-market strategy for K2S’ online training platform. We successfully ran various initiatives to promote these programs and they became very successful.

Tug-E-Nuff is an online retailer of high-quality dog toys. On a mission to grow its presence globally, the company recently expanded into the US. To maintain and grow its market share, it wants to increase its brand awareness and bring more people into the funnel.
To kick off this project, I developed a social media strategy to maximise reach through organic tactics on Instagram and Facebook, combined with promoting our posts through Facebook and Instagram ads targeting the UK and US. This included identifying our best content mix and approach to creatives and post times. I continuously grew our audience reach through ongoing monitoring and optimization, reducing CPMs and increasing engagement.

ACHIEVEMENTS
• Achieved a 30% increase in Reach.
• Doubled the engagement with an engagement rate of around 5%.
• Grew the audience on both Facebook and Instagram.
• Decreased CPMs by 26%.

Based on the success of this project, Marielle was also tasked to lead a persona development project for the company. This included in-depth desk research, target audience mapping, quantitative and qualitative research. The client was very pleased with the outcomes of this project, as it allowed to become hyper targeted with their marketing approach.

FocusCore is a highly specialised recruitment firm focusing on the insurance and reinsurance sector. With this project, they want to raise awareness and drive lead generation.

The project started with a competitive analysis of similar companies in this space. Based on this and an in-depth discussion with the team, the strategy was developed.

This campaign is always on and targets a very particular niche audience. Through a combination of content targeted at talent and employers alike, the company is constantly at the top of people’s minds.

In the words of the MD: “I’m very proud of how we have evolved and grown: following an extremely strong 2020, we have increased our year-on-year revenue by 40% in 2021!”

By now, the company is well known in its industry and has a strong ongoing deal flow. To support this growth, the company is looking to recruit new talent.

In terms of metrics:

• CPMs have reduced by 75% thanks to higher awareness.
• Above-average engagement rates