Company: CB/I Digital, New York, NY
Company Description: CB/I Digital is a digital marketing and cloud software company with 120+ employees in New York and Vietnam, focused on growing traffic and revenue for enterprise clients, including First Citizens Bank, Beam Suntory, and Rainbow Shops, as well as high-growth Ecommerce brands like Hammitt, Melinda Maria, and Chan Luu.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Fashion & Style
 Nomination Title: CB/I Digital + Melinda Maria - Partners in Growth
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
June 2021
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 146 words used.
Melinda Maria is a designer jewelry brand based in LA that creates unique and glamorous designs that are worn and promoted by iconic celebrities including Julia Roberts, J. Lo, the Kardashians, and Michelle Obama. The brand’s been featured in publications such as Vogue, Cosmopolitan, and Vanity Fair, and donates a portion of their profits to a host of organizations empowering women.
After a challenging start to 2021, Melinda brought in CB/I Digital [REDACTED FOR PUBLICATION] to put the company back on track for growth.
This required a holistic approach to their marketing and advertising strategy, leveraging the founder’s celebrity status with our expertise in both Google and Facebook in order to rethink and revitalize their paid campaigns, while also finding ways to grow their customer base profitability.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 224 words used.
Where Melinda had relied [REDACTED FOR PUBLICATION] on their promotions to dictate their campaign strategy, we chose to instead focus our approach on using their best-selling products to drive an aggressive prospecting strategy.
On Google, we restructured Search campaigns and expanded their reach by introducing non-brand campaigns and Dynamic Search Ads. We then applied CB/I’s proprietary AI technology - Playmaker - to automate bidding on Search campaigns, improving ROAS and providing spend to test new campaigns and creatives.
For Google Performance Max, we split their single campaign into multiple campaigns based on product category, which helped allocate more spend toward higher-performing categories and control ROAS. This boosted revenue and highlighted key products with greater sales potential. We also created new campaigns dedicated to promoting best-sellers and core products that quickly generated sales with high ROAS.
For Facebook, we created dedicated campaigns and requested several creatives for each best-seller, then methodically tested to find the strongest combinations. Unsurprisingly, these often included videos of Melinda herself, showcasing unique features, styles, and ideas for different outfits. These campaigns were the tip of the spear for introducing the brand to a wide array of new audiences.
The insights gleaned from these campaigns were then applied to the website, where we rearranged top performers towards the top of the homepage and collections pages to increase their visibility and overall conversion rate.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 211 words used.
After only two months, we successfully turned the brand around, increasing monthly sales from $600k in June 2021 to $1.2 million in August 2021.
After implementing Playmaker AI, Search revenue grew by 41% over the previous year, while spend and CPC decreased by 43% and 50%, respectively. ROAS on Branded Search rose more than 40%.
Revenue from Shopping grew 31% and the new Performance Max campaigns accounted for 20% of revenue in Q1 this year and contributed strongly to the 75% increase YoY in overall channel revenue.
Between the first and second half of 2021, Facebook saw incredible gains with orders increasing by 530% and revenue surging by 954%, the best performance they’d ever had on that channel.
Bryan Demaranville, CEO of Melinda Maria, showed his appreciation in a recent testimonial:
“CB/I Digital is extremely creative in molding and crafting PPC strategies specific to our brand and objectives. I’ve worked with companies that claim to be top agencies over the last 15 years, and I’ve found that they become formulaic and not that creative or flexible.
“CB/I Digital has enabled us to double our sales, and our digital strategy has been on an upward path. They are a true partner, and they’re the reason we’re growing like we are.”
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 109 words used.
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