Case Study: Maurie + Eve

Maurie + Eve.

Thoughtful has a long-standing relationship with founders of Maurie & Eve, Kelly Davies-Green and Maya Clemmensen. In 2019 the brand moved into a direct-to-consumer e-commerce model, selling to the globe through their online store exclusively. Within 12 months online revenues increased by 104% year-on-year.

Propelled by a strong social presence and brand DNA, Thoughtful set about driving online growth through a performance marketing strategy extending into the USA. The result was maximised sales within Australia and abroad.

To complement increasing revenue from digital advertising, email/crm and affiliate marketing, a new website launched in June 2019. This new custom Shopify Plus theme made an immediate impact on conversion rate, ensuring sustainability of base line revenues into 2020 and beyond.

Social Targeted Advertising:

  • Combining social ad curation with a strategic focus on the northern and southern hemm markets

  • Increasing email database sign ups via social lead gen ads via unique travel experiences

  • Focusing on new audience targeting converting at $14 ROI

  • Driving awareness around new collections, back in stock and core range

Web Development

  • Geo targeted Shopify Plus sites launched in Australian and USA

  • Behavioural overlays for cart abandonment and browser pop ups

  • Curated sets and price promotions “bundles” aimed at increasing average order value

Strategic Brand Partnerships

  • In response to Maurie & Eve’s debut sustainable collection, Thoughtful created a brand partnership with Soneva Fushi, Maldives

  • Soneva Fushi is the world’s number 1 sustainable resort

  • This partnership featured a brand campaign shot at Soneva

  • Extended towards a database promotion which generated 10,000 + sign ups

Affiliate Marketing:

  • Thoughtful launched Maurie & Eve onto Commission Factory in 2018

  • Since launch the brand has steadily grown affiliate marketing revenues to account for approx 10% of overall revenues

  • Thoughtful implement custom promotions with top performing affiliates to drive stronger results

Email / CRM & Segmentation:

  • Focusing on segmentation and customer revenue analysis within Klaviyo including automation workflows

  • Design of highly converting email/crm templates

  • Ongoing advice and strategy on new segmentation

  • Email database growth with frequent promotions to drive signs ups from social media