- Case Study -

 

LAKE Pajamas Social Strategy
and Management

- Case Study -

 

LAKE Pajamas Social Strategy and Management

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The Challenge

LAKE Pajamas was founded in 2014 as an e-commerce retailer, specializing in sleepwear and loungewear. Since then, they have opened two brick-and-mortar locations, however their primary channel is e-commerce.

LAKE approached us at the end of 2019 with the goal of enhancing their digital marketing – specifically their social media marketing on Facebook and Instagram. Normally, this would be challenge enough, but in 2020 this had to be achieved in the face of a global pandemic and economic recession as well.

 

Our Solution

Our work focused on three core business objectives: grow net new customers, grow and engage LAKE’s social media community, and increase customer loyalty.

We achieved these goals through a data-focused approach that identified who our top performing customers were and established campaigns that targeted similar customer profiles.

Campaigns were closely monitored and optimized through a real-time dashboard that tracked site analytics, sales, and key campaign metrics such as reach and frequency, cost per purchase, and return on ad spend (ROAS).

Mother's Day Campaign

For Mother's Day, we celebrated Mom's wisdom—her sixth sense for knowing what’s best and what truly matters. Our ads played up the idea that giving LAKE was the ultimate appreciation of everything she taught you, and she was sure to be proud that you were paying attention after all. 

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Instagram and Facebook Ads and Posts

Our social ads and posts featured catalog lifestyle photography paired with post copy celebrating Mom's wisdom.

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Emails

We sent out 2 Mother's Day emails: A brand-focused email, which featured the owners' sentimental stories about their own Moms' wisdom, and a more straightforward product-focused email.

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Instagram and Facebook Stories

Our Mother's Day Story Ads featured an interactive poll, as well a video story with overlaid type treatment.

Instagram and Facebook Stories

Our Mother's Day Story Ads featured an interactive poll, as well a video story with overlaid type treatment.

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Story Ads

We created Story Ads regularly to promote LAKE products, featuring a combination of videos, lifestyle and product photography.

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Fathers_Day

 

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new_essentials

 

stocking stuffer

 

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Carousels

Throughout the year, we regularly experimented with and optimized different carousel types. These included flat imagery, lifestyle imagery, feature callouts, press quotes, video, 10-image carousels, and video / photo combinations

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Analytics Dashboard

2020 ended with LAKE having the best year in their history, achieving their highest numbers in sales (128% increase year-over-year), total purchases (124% increase YoY), and average order value (1.9% increase YoY).

We drove new customers to the site (106% increase in site visits vs our goal of +15% at the start of the year), and grew LAKE’s social following (+44% Facebook and 34% Instagram).

 

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The Results

2020 ended with LAKE having the best year in their history, achieving their highest numbers in sales (128% increase year-over-year), total purchases (124% increase YoY), and average order value (1.9% increase YoY).

We drove new customers to the site (106% increase in site visits vs our goal of +15% at the start of the year), and grew LAKE’s social following (+44% Facebook and 34% Instagram).

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Sales Increase YoY

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Average Order Value Increase YoY

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Increase in Site Visits (Goal was 15%)

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Social Following Increase

Ready to see what we can do together?