27 Miles Malibu Digital Content and Srategy
As the Designer and Art Director for 27 Miles Malibu, we elevated and unified the brand’s aesthetic as a premium luxury knitwear brand, resulting in a substantial 35% increase in digital market share. With a fresh new look established, content was designed for Email, SEM, and SMM, as well as full-page spreads and affiliate marketing features. With a corresponding refresh of editorial photography, we focused enhancing organic energy to create to create beautiful and balanced editorial imagery that would convey the sensation of putting on the luxury of 27 Miles Malibu Cashmere.
Task
Lead and direct the brand's team to create fresh and unified content to shape the brand's premium luxury knitwear aesthetic and create compelling visual designs across marketing channels.
Examples of content designed for 27 Miles Malibu with an emphasis on editorial photography and post shoot editing in LR, PS, and Capture One.
Through extensive A/B testing and in-depth analysis of key performance indicators (KPIs) and cost per acquisition (CPA), we identified that content such as the carousel presented below consistently delivered the lowest CPCon and highest return on ad spend (ROAS).
Website traffic from my flow architectures and campaigns in a 9 month period.
With a 58.7% increase in CTR and 23% lower CPCon.
Meaningful website traffic in sessions from our social content strategy
Sales from META advertising from A/B testing creative and funnel and audience refinement.
Utilizing Google Lighthouse and Chrome Dev Tools, our FCP was averaging 23 due to duplicating scripts and dead extensions and plug-ins. Through a new theme installation and Ecom builder, we increased that score to an 82 in just one month while drastically improving the UI/UX of the site. With a rebuilt mega menu navigation, dynamic Social Proof reviews and UGC content, video hero image content, subnavigation’s to keep shoppers moving through pages, and targeted landing pages, every site KPI has improved measurably.
List hygiene, A/B testing sign up forms, implementation of a dedicated sending domain, have doubled core list sizes and improved email deliverability (68.7%) and CTR (58.7%) ultimately growing email revenue by 127.2%. Moreover, this increased online sales 91% during an overall sluggish year for consumer goods spending and exceeded aggressive Growth Marketing goals.
