Plume achieved its annual goal even before Black Friday!
Plume is an exciting Direct-to-Consumer (D2C) company that started in 2021, focusing on post-partum products for women inspired by the USA.
It all began when the founder, Katja Mayer, herself a new mother, faced the challenges that come with the post-partum period. A friend introduced her to the “peri-bottle,” a product from the USA that many women there receive from healthcare after childbirth.
Inspired by the American “peri-bottle,” the founder recognized the need for similar products in Sweden and a desire to openly discuss postpartum challenges, which also became the starting point for Plume.se. Today, the company offers several products that make life easier for pregnant and new mothers.
By addressing the societal gap around postpartum, Plume strives to make the first time for every new mother as wonderful as possible, where everyday actions are no longer painful.
We were fascinated by the company’s exciting and innovative business idea and realized there was a unique potential to develop and optimize to grow the company.
When we started working with Plume, growth had stalled, and Google Ads were not one of the company’s main channels. At the beginning of the year, Plume was below the previous year’s results month by month.
Since Ondigital took over Google Ads and initiated strategic analyses for the company in April, Plume has experienced steady growth every month and achieved profitable results. We even surpassed the set annual goal already before Black Friday, which is incredibly exciting!
Since the collaboration began, Ondigital has increased clicks by 148%, conversions by 200%, and revenue by 250% at a lower cost compared to the previous period on Google Ads.
You are absolutely fantastic, and I could never have made it without your help and expertise. You are genuinely committed and willing to assist me with more questions than we initially agreed upon. It just shows how much you want us to grow and succeed! You're the best!
Katja, Founder of Plume
How did we manage to reach the annual goal already before Black Friday and increase sales by 250% on Google Ads?
The answer lies in meticulous analyses, follow-ups, and strategies.
We went through all the tracking within the company to ensure that we were reading accurate data. Then, we created a dynamic report in Google Looker Studio for daily monitoring of our KPIs through simple visualizations of the data and the interaction between channels. Having proper monitoring is one of our rather simple but invaluable “secrets” to success.
On Google Ads, we immediately structured the conversion settings and tracking and implemented a new account structure to cover the entire range, focusing on achieving a reasonable COS (Cost of Sale) for sustainable growth.
To maximize returns, we continuously optimized the ads, adjusted keywords to better reach the target audience, and developed engaging ad texts. In our work with Google Shopping, we also placed great emphasis on title optimizations and pricing. By fine-tuning product titles and prices, we have created a more attractive and competitive presence on Google Shopping.
The future looks promising for Plume, which has several exciting projects in the pipeline. The company plans, among other things, to raise capital and continue expanding its already impressive range to meet customers’ diverse needs and much more.
We are incredibly proud to collaborate with Plume and look forward to a new year with new opportunities and crushing future goals!
