Plenish
Background
Plenish, a UK-based plant-based drinks brand, faced declining direct-to-consumer (D2C) sales and operational challenges in its juice segment. In January 2021, Plenish partnered with Highrise to revitalise its D2C strategy and enhance brand awareness. This collaboration led to a significant turnaround, culminating in Plenish's acquisition by Britvic for £24 million in May 2021.
Active Period
Challenge
Market Conditions:
The juice market had become increasingly competitive, with new entrants causing Plenish's D2C sales to decline. The company was considering shifting focus entirely to retail, particularly their plant-based milk products, and discontinuing their juice and cleanse lines.
Internal Hurdles:
The cold-pressed juices had a limited shelf life, leading to significant inventory costs and operational inefficiencies. This not only strained growth but also made the juice line a substantial cost center.
Context in 2020
What we did for them
Services provided:
- Initiated with Meta advertising focusing on the juice cleanse category to bolster D2C sales.
- Gradually expanded marketing efforts to other categories and channels, including YouTube, Display, Meta, and Search (including Shopping) within months.
Innovations Introduced:
- Implemented sequential media buying and audience testing, supported by a communications matrix, to better articulate the value proposition of the juice cleanse products and address price sensitivity.
- Executed a 360-degree digital brand awareness campaign, measuring engagement levels and CPMs to optimize budget allocation across platforms and creatives. This approach led to a 60% uplift in brand awareness among the target audience (source: YouGov) and achieved 50% more efficiency compared to traditional media, based on awareness points gained and campaign costs, including agency management fees.
Process Improvements:
- Developed a strategic positioning framework through customer discovery, mapping out emotional drivers, perceived benefits, product USPs, and trust builders to enhance the acquisition funnel.
- Created tailored creative briefs and production processes to build an asset library aligned with Plenish's needs, facilitating rapid learning and collaboration with the brand team.
- Established a dashboard for D2C KPIs and conducted analyses of CAC:LTV ratios and cohort values to inform and shape the acquisition strategy.
Breakthrough
Results Achieved
- 30% Revenue Growth in 2021 against 2020.
- Reduced CAC by over 40%
- Britvic acquired Plenish in May 2022 for £24 million.
"Highrise aren’t just an agency, they’ve become an extension of our team."
Their ability to think holistically across acquisition, conversion, and retention has been instrumental in transforming our D2C channel. We saw a 46% increase in revenue during our initial engagement and feel we’ve only scratched the surface of what’s possible together.
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