Project Details

Client

Form & Ritual

Location

Los Angeles, CA, US

Engagement

Brand positioning + Content + Email + Social

Duration

9 months

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E-commerce and DTC

Brand positioning + Content + Email + Social

From viral content that didn't convert to a brand engine that grew email revenue by 280%

Client names are fictional. An anonymity clause applies to all engagements on request.

The Situation

Form & Ritual, a functional supplement brand for women, had 94,000 Instagram followers and an engaged community. The problem was that almost none of it was converting to revenue. Their average Instagram engagement rate was 4.8%, well above category benchmarks, but their website conversion from social traffic was under 1%. Their email list had grown to 31,000 subscribers but average order frequency was low and email revenue had plateaued. The founder's content was excellent; the team's content was inconsistent and visibly different in tone. The brand voice existed in the founder's head but hadn't been documented or transferred.

What We Did

We ran a brand voice documentation project, working with the founder over three sessions to articulate the specific qualities that made her content resonate: the directness, the rejection of wellness industry hyperbole, the specific way she balanced scientific credibility with personal experience. That became a working document the whole team used. We rebuilt the content strategy around content that moved people from interest to purchase: educational content about the specific health outcomes their products supported, social proof content that felt earned rather than manufactured, and a decision-stage email sequence we built from scratch that addressed the most common objections before they arose. We restructured the email program around segmentation, separating engaged purchasers from browsers from lapsed customers, and building different journeys for each. Revenue per email send increased significantly within 60 days.

Brand voice documentation transferred into a working team document
Email program restructured around audience segmentation
Decision-stage email sequence built from scratch
Content strategy rebuilt around education-to-purchase content

Results

Email overtook paid social as Form & Ritual's largest revenue channel for the first time. The numbers moved because the strategy changed, not the audience.

280%

email revenue growth over 9 months

2.4%

website conversion rate (up from 0.8%)

3.6x

repeat purchase rate improvement

The Outcome

Form & Ritual's email channel overtook paid social as their largest revenue source for the first time in company history. The founder has since used the brand voice document as the hiring brief for their first full-time content hire, someone who could maintain the voice she'd built. The conversion improvement on the website came without any changes to the product pages themselves. It came entirely from better pre-purchase content that arrived earlier in the customer journey.

“

We had a big audience and a great product and somehow couldn't connect the two. Adah figured out why. We were producing content people liked but not content that made them buy. Once they rebuilt the email program and documented our brand voice properly, everything started converting. The 280% email revenue number is real and it still surprises me.

— Founder, Form & Ritual

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