CARNIVORE CLUB

Guy Commerce is a portfolio of brands, with the main driver of business being global charcuterie subscription box Carnivore Club. The first step was digging a little deeper into the value prop here, emphasizing the discovery aspect of the service, highlighting their support of small businesses and charcuterie houses across the globe. These voice changes were implemented across channels. The next step was to take a look at audiences and make some tweaks; for example, focusing on earners with disposable income in the heartland for the US audience.

• Paid ads were revamped with new creative, with more specific targeting. We saw ROAS increasing from 1.5X to 3X in just a month.

• Sold out for Father's Day in both Canada and US, which was a first. This was most significant for the US market, which had less brand awareness.

• Email campaign open rate increased from +18% to +28%, across regions. Conversion also increased, by 50%.

• Robust influencer effort featuring creators in the delivery literature, with cross-promotions on social media.

• Secured a free endorsement post from Nick Offerman, as a result of resonance with the new brand direction; garnering thousands of new Instagram followers and a large influx of orders for the US region, just in time for Father’s Day.

• Redesigned boxes and literature for a more modern feel + to reduce costs.