Back Story
Slow brand growth, stagnant sales growth, low repeat customers, high CPA advertising & lower conversion rates- Like pushing a bolder up a hill.
Before I joined the team, Mamba Grinders had found themselves in this situation.
No doubt, the electric herb grinder brand had a unique, innovative product… so what was the problem?
The Challenge
I needed to figure out WHY the Mamba brand had gone stagnant, and HOW to transform it from "zero" to HERO.
The Strategy
In this case, identifying Mamba's brand issue was relatively easy, and existing market data confirmed my initial suspicion:
Positioned as a quirky “stoner“ product, Mamba Grinders was targeting the wrong demographic with an otherwise innovative product.
My plan forwards was simple:
- Identify a better target demographic
- Rehash brand messaging & USP’s
- Update the visual design of the brand & its customer facing content
The Process
Redefining the Target Audience
After a bit of research, it was apparent that Mamba‘s branding was a little behind the times. Herb enthusiasts are not the unemployed, goofy bunch we see portrayed in cinema.
The herb grinder audience is mainstream, not a hippie subculture. It's one that appreciates ingenuity & innovation as much as anyone else.
Other premium herb products like Pax had already realized this & adjusted their messaging- we had to do the same.
Rehashing Brand Messaging
I chose to scrap the previous brand messaging, which I can describe as “playful, cheeky & suggestive”.
Instead, I opted to focus on how the product benefits the customer, it’s sleek modern design, and the impressive underlying technology.
“Think of us as the iPhone of herb grinders” is what I envisioned it to the team.
Aligning Brand Visuals
With new brand messaging in place & a quick briefing session, our design & graphics team was able to align visuals to the new "feel" of the brand:
- New sleek & modern product photography
- New print adverts & videos focused on benefits & innovation
- New website for a modern, premium feel
- New ecommerce pages
- New packaging
The Results
Within 1 year of the rebrand, Mamba experienced exponential growth:
- Overall DTC sales growth 2X
- Repeat customers growth +40%
- Email list size growth +510%
- Website visitors growth +890%
- Branded search queries grew +930%
- Press mentions increased +420%
- Social community growth +310%