Overview

Tini Lux

Multi-year growth engagement with a bootstrapped jewelry startup.

Outcomes

Increase in Landing Page

Conversion Rate

56%

Increase in Ad Revenue (YoY)

with no efficiency decrease

45%

Increase in TikTok revenue in first 90 days

50%

Increase in holiday Revenue (YoY)

Increase in holiday

Revenue (YoY)

Background

Tini Lux creates highly effective, irritation-free jewelry for people with sensitive skin. Since their inception, their product quality led to high customer reviews and a strong repurchase rate. However, after celebrating its fourth anniversary, Tini Lux faced lackluster advertising performance amidst rising platform costs. Tini Lux brought on Darkroom to help implement growth strategies to reach performance goals.

What We Did

Growth Strategy

To break through Tini Lux’s current challenges, Darkroom deployed a growth strategy with integrated teams to reignite their acquisition, retention, and creative programs. We implemented the brand’s strategy to focus on evergreen product funnels instead of new or niche content to allow for more consistent demand and engagement with best-sellers and core products. By thoughtfully threading their paid campaigns, and retention flows, and expanding their creative library to include more UGC and founder-focused content, we successfully improved the efficiency of Tini Lux’s multi-channel acquisition strategy.

Web Optimization &
Scaling Infrastucture

In conjunction with their brand redesign, we crafted a fully customized, built-for-scale website for Laundry Sauce. Through dynamic discussions among our teams, we raised the bar for our creative and design deliverables, developing an exceptionally dynamic web experience that elevated the overall brand experience to new heights. Darkroom developed custom features including the build-your-own bundle, new site navigation with customizable marketing callout blocks, a dynamically streamlined FAQs page, and a visual language for each unique scent.

As the brand's expansion journey continued, our web initiatives seamlessly aligned with these overarching goals. We engineered a Conversion Rate Optimized (CRO) website that not only bolstered operations to capitalize on the surge of website traffic, but also established a scalable infrastructure. This provides Laundry Sauce with a robust foundation as they embark on their plan to extend into other product verticals.

Paid Social

Darkroom worked to lead a comprehensive restructuring of the brand’s Google Ads campaigns, which initially lacked segmentation. Our team broke down the non-brand search campaigns, resulting in improved search capture and customer engagement. Additionally, the Facebook advertising approach included campaigns at different stages of the customer journey (TOF, BOF, MOF) with a refined algorithm for targeted ad placement and swift design iteration.

Growth Strategy

Beginning with a thorough investigative phase, we crafted a comprehensive quarterly plan for Q4 that fostered alignment among all partners, ensuring that every initiative was poised for success. Employing a data-driven approach, we constructed a holistic analysis, leading to full-funnel recommendations with a focus on year-over-year growth, CAC reduction, and LTV growth.

Steered by objectives of enhancing customer lifetime value and optimizing the brand’s subscription model, we aimed to cultivate a dedicated community around the brand. Resonating with target customers who embraced both the brand’s identity and price point, we crafted a narrative around Laundry Sauce becoming a lifestyle choice, reflecting a shared commitment to quality and values.

Website Optimization

To bolster the effectiveness and conversion strategy of landing pages, Darkroom developed multiple collection-specific landing pages. With a strong top-of-funnel from paid media and organic content, enhancing the landing pages encouraged a lift in repeat customers and attributed to the high performance of multiple jewelry collections.

Performance and Influencer Creative

TikTok was utilized for Spark Ads, reposting organic content, and strategically leveraging trending music without violating any guidelines. Throughout the process, we maintained close involvement with Tini Lux’s internal team, including the founder Jackie Burke, to align interests and foster cross-team collaboration.

Selecting creators involved hands-on requests, testing for optimal performance (considering factors like multiple piercings), and focusing on a younger demographic. Although challenging to source top creators, the team obtained valuable video content and images to bring Tini Lux’s content strategy to new levels.

Amazon Marketplace Management

Our partnership marked the beginning of a strategic overhaul, targeting not only to rejuvenate growth but also to optimize their market presence on Amazon. Before our involvement, Tini Lux lacked an Amazon presence and an effective inventory management system, this absence resulting in a blind spot regarding their Amazon operations. To simplify operations, we rolled out an automated performance management system for their best-selling items. Additionally, by introducing an inventory tracking sheet, we were able to optimize the three-month lead time for inventory fulfillment, impacting product availability and sales performance.

Key Takeaways

Stay aligned with your brand identity through the entire customer journey

Don’t forget the “human” element of your brand

Hone in on an optimized and intentional product journey

Breathe new life into core products through engaging campaign ideas

01 Stay aligned with your brand identity through the entire customer journey

Ensure consistency in messaging and creative threaded through different platforms. This creates continuity for customers, increases their affinity and trust for the brand, and drives more revenue over time.

02 Don’t forget the “human” element of your brand

Customers relate to content that is real, and understanding and feeling like they know the founders and team behind their favorite products can increase customer loyalty. Use organic-looking content, from TikTok especially, featuring founder favorites, team picks, and trending video formats.

03 Hone in on an optimized and intentional product journey

Prospective customers do not need to see every product or category that you sell. Option fatigue will lead to a messy funnel experience. Do a thorough deep dive into the KPIs of your products and product categories, and pick a handful that have a proven track record of good customer acquisition, engagement and/or Life Time Value (LTV). Develop 80% your creatives, landing pages and messaging around those. Keep 20% for niche products, tests, promos, etc.

04 Breathe new life into core products through engaging campaign ideas

Create new creative campaign ideas around existing products to engage audiences in a new way and implement a deeper connection to the brand. With Tini Lux we did this through the “Nano Collection” and “Barely There” campaign — all the products have existed but we repackaged them into unique messaging.

NEW

May

2024

Our clients are averaging 18% month-over-month profitable growth.

Crate&Barrel

Necessaire

Olipop

Brunt Workwear

Everytable

VYBES

Joybird

43%

Overall Q4 Revenue Increase YoY

Necessaire approached Darkroom to help revitalize their paid media strategy given iOS 14 platform changes — needing to implement new strategies quickly for the critical end-of-year sales season.

43%

Overall Q4 Revenue Increase YoY

Necessaire approached Darkroom to help revitalize their paid media strategy given iOS 14 platform changes — needing to implement new strategies quickly for the critical end-of-year sales season.

November

2023

NEW

Our clients are averaging 18% month-over-month profitable growth.

Crate&Barrel

Necessaire

Olipop

Brunt Workwear

Everytable

VYBES

Joybird

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Tini Lux

Tini Lux