Scaling Andor Willow to $5M+ in 9 Months

andor willow, a premium provider of wall panels, room dividers, and exterior wall panels, wanted to increase sales and improve conversion rates across the United States and Canada. With a strong product offering and an established brand, andor willow needed a more targeted approach to scale their business without relying on a one-size-fits-all marketing strategy. Their main goal was to increase sales, improve conversion rates, and attract both new customers and repeat buyers using a full-funnel approach across multiple platforms: Google, Meta, Pinterest, TikTok, and Klaviyo for email marketing.

‍

Strike Digital’s approach was focused on creating a cohesive multi-platform advertising strategy while optimizing email marketing efforts for andor willow.1. Multi-Platform Advertising Strategy: We developed and implemented a full-funnel advertising strategy across three primary platforms—Google, Meta, and Pinterest. Each platform was used strategically to target different customer segments at various stages of their buying journey:

• Google Ads: In order to achieve the widest reach possible at the lowest cost, we utilised both YouTube and Demand Gen campaigns in the TOF to help us reach our target audience across multiple platforms and spread brand awareness to as many potential customers as possible. For the MOF and BOF, we utilised both Performance Max and Search campaigns to show ads to customers who are in the market and ready to make a purchase. Using this method, we reduced our ad spend on Brand Terms while maintaining a very positive ROAS. Turning Andor Willow into a real competitor in the market.
• Meta Ads: We implemented a full-funnel advertising strategy across Meta, designed to engage potential customers at every stage of their buying journey. This approach included refining top-of-funnel campaigns to capture and attract new audiences, as well as mid- and bottom-funnel campaigns focused on nurturing these prospects and converting them into loyal customers. Throughout the process, we conducted ongoing creative testing to identify the most effective ad types and messaging, allowing us to scale the brand’s presence on the platform and optimize performance.
• Pinterest Ads: Pinterest was a new advertising channel for andor willow, and we leveraged it for its visual appeal. We showcased the brand’s products in design-rich environments, targeting users who were in the early stages of planning home or commercial space renovations. Pinterest allowed us to reach a highly engaged, design-focused audience.

This strategy translated directly into sales. By targeting users during the inspiration and planning phases, we captured high purchase intent early and stayed top-of-mind throughout their journey.2. Klaviyo Email Marketing: Alongside the advertising campaigns, Strike Digital focused on revitalizing Andor Willow’s email marketing through Klaviyo. The goal was to increase engagement, boost sales, and re-engage past customers with tailored email campaigns.

• Email Campaign Optimization: After reviewing Andor Willow’s previous email performance, we identified areas for improvement, including a lack of consistent email sends and limited content variety. We then implemented a more frequent and structured sending schedule.

• Content Strategy: We diversified email content, incorporating promotions and sales, educational content, design inspiration, customer testimonials, and blog features. By showcasing the brand’s products in real-life projects, we were able to create a deeper connection with the audience and build trust.

• Black Friday-Cyber Monday Strategy: Ahead of the BFCM period, we implemented a robust email strategy that included VIP early access for email subscribers, tailored promotions for trade customers, and daily emails during the BFCM weekend to build urgency and maximize sales.

‍

In a 9-month period, Strike Digital’s multi-channel approach resulted in impressive growth for Andor Willow:

• Total Sales: Increased by 49% YoY, with LTM revenue reaching over $5 million.
• Orders: Grew by 46%.
• Conversion Rate: Improved by 50%, maintaining consistent site traffic, demonstrating the effectiveness of our targeted approach.

Black Friday-Cyber Monday Performance Year on Year:

• Sales: Increased by 38% during the BFCM period.
• Average Order Value : Rose by 20%.
• Orders: Increased by 19%.
• Conversion Rate: Increased by 16%

Platform-Specific Performance:

• Google Ads: Increased sales by 77%, achieving a 6.09X ROAS.
• Meta Ads: Resulted in a 1,400% increase in sales, achieving a 14.12X ROAS, with a 339% increase in ad spend.
• Pinterest Ads: Generated over $900K in sales with a 14.47X ROAS.
• Klaviyo: Increased sales by 26%, while also increasing campaign conversion value by 15% and flow conversion value by 31.6%.

‍