Business transformation
TRIM-IT
B2C to B2B Transition
In 2021, London based mobile barbershop start-up TRIM-IT faced two challenges after raising $1.2m to expand operations UK wide.
Challenges
One: re-introducing the service to culture after two lockdown of no service.
Two: Switching from b2c to b2b model, needing to partner with the barber community who at the time saw TRIM-IT as competition.
Storytelling Strategy
We understood one of the toughest challenges around storytelling on social media is having only a few seconds to grab attention and less that a couple of minutes to update a diverse range of stakeholders from customers, barbers and prospective investors.
We knew that a majority of TRIM-IT stakeholders were from the London inner city, so we had to ensure the message being culturally relevant.
As part of the brainstorming process, we remembered how culturally iconic the Google commercial featuring SBTV’s Jamal Edwards was in British Youth Culture. We decided to replicate the storytelling, with a modern twist using a combination of audio and text messaging between the TRIM-IT team during its inception, overcoming a number of challenges to raising post pandemic to expand nationwide.
Results:
- 1,000,000+ media impressions
- Forbes feature
- Record week of bookings
Barber Recruitment
TRIM-IT needed to re-educate the barber community who previously saw them as competition, into becoming partners.
We leveraged Digital PR campaign via popular cultural news pages, Brand partnership with Harry’s and celebrity barber Slider Cuts alongside a well refined paid and organic social campaign.
Results:
- We helped get 30 barbers on the road nationwide, 6 months ahead of schedule - taking TRIM-IT to 7 fig+ revenue.
Authentic Storytelling & Partnership
PLANTMADE
A partnership was formed between our company and Plantmade, a natural wellness brand, to help them expand their presence. The hair growth market is tough due to customer skepticism about regrowing hair after hair loss. Recognizing the need for a holistic approach beyond paid ads, Plantmade and our team collaborated. We used data and cultural insights to create a real-time communication strategy that built trust and boosted revenue. This strategy centered around authentic storytelling and involved various teams within Plantmade, including founder, partnership, retention, social, and creative teams.
Growth strategy
Oja
Oja is an e-grocer for African & Caribbean communities. We partnered with Oja to develop a growth strategy powered by direct marketing and authentic partnerships with hard to reach communities. We improved marketing efficiency by 400%, meaning we are getting four times more for every pound spent on paid marketing.
Performance marketing
AVA ESTELL
Ava Estell came to us in July 2021 after delivering £1.2m in 9 month through social media and ads. Following the release of iOS 14 update they started to face some challenges around scaling. Using our in-house “Measure - Learn - Scale” approach, we were able to deliver a further £7 million in revenue in 9 months. 8 figures in 24 months, puts Ava Estell up there with some of the fastest growing DTC brands in the UK.
