Multi-Channel Marketing That Scales With Automation

Monmon Cats has a unique product catalog with a niche audience. It is also a self-funded and lean company without a huge budget. We had to be purposeful in our marketing spend on a limited budget, and stay laser focused on clearly established goals.

We have had success with this brand by focusing on visual content at the core of our marketing efforts. The quality and uniqueness of Horitomo's artwork makes it inherently eye-catching (read: scroll-stopping). We also had access to a large amount of tattoo-based content from their tattoo shop, State Of Grace, in San Jose. The marketing budget for ad spend was split 70/30 between Instagram ads and google shopping campaigns. Most of the content used for paid ad buying was market-tested with Monmon Cat's organic audience. Best performing organic creative was used as the foundation for paid ad creative.

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Paid traffic is only a piece of the puzzle. We also wanted to develop a content strategy that would take advantage of social algorithm changes and reach a new audience organically (at not cost) as well. This combination of organic content and paid reach became our primary driver of top of funnel traffic for new leads.

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The long term goal was to be able to re-market to these leads using less expensive marketing channels like email and SMS. We built automated, multi-step email workflows using Klaviyo and sms workflows using Recart to continue to move leads down the funnel towards an online purchase. The cost to email or message a lead is a fraction of the cost to serve them an ad on social channels.

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With this formula, we were able to help Monmon Cats grow from under $100K to $1.2M in annual revenue in 3 years, and grow their email list from 1000 to 50,000 subscribers. Our email campaigns regularly exceed a 40%-50% open rate and 2% click rate. Email marketing regularly accounts for 20-30% of monthly sales.