Case Study

Overview

Softies is an ecommerce clothing brand specializing in sleepwear, loungewear and luxury robes made from high-tech fabrics, designed to keep wearers comfortable and dry all night long. Founded in 2005 by Dennis Murphy and his wife Peggy in Minnesota, Softies has since grown into a global brand.

Business Type: Ecommerce
Business Stage: Growth
Partner Since: April 2021

The Challenge

In 2021, Softies was using a mix of outsourced CMOs and external marketing contractors, creating a disjointed marketing strategy. Managing these partnerships took valuable time away from working on other important aspects of the business.

Softies also relied heavily on annual holidays and features from high-profile gift guides, like Oprah's Favorite Things, to drive sales. This seasonality created uneven fluctuations in sales and revenue throughout the year.

Additionally, Softies’ website was slow-loading and not optimized for search engines, resulting in low traffic and conversion rates.

Softies found Human in April 2021 and consolidated all of their ecommerce marketing activities under Human’s dedicated marketing team.

The Solution

North Star Goal: Increase Website Traffic & Sales by 40% YoY

Strategy Overview

To overcome Softies’ marketing challenges and grow their online presence, Human saw an opportunity to modernize their brand, design a more user-friendly website, and develop a strategic, year-round marketing program to engage customers and increase revenue.

Human developed a multi-channel ecommerce marketing strategy to address Softies' marketing challenges. The approach included a mix of paid media, database marketing, campaigns, promotions, website redesign, branding services, content and SEO initiatives.

Key Aspects

Revamped Softies' visual brand, including new logo and website, that better reflected their luxury sleepwear and loungewear products
Diligently transferred critical SEO elements to preserve rankings during new site launch
Developed new messaging and unique value propositions (UVPs) to help Softies stand out in a crowded market
Elevated email marketing program with custom designs and personalized messaging that resonates with Softies' target audience
Introduced an SMS program, which now generates nearly 10% of monthly sales

Results

Since launching their new ecommerce website in October 2021, Softies' traffic increased by 57% and their average order value increased by 22%. The new website and marketing strategy, which was tailored to Softies’ target audience, also helped Softies grow revenue 88% in two years.

57%: increase in website traffic
22%: increase in AOV
88%: increase in revenue

"It’s been such a great experience working with Human. From the people, processes, and the success we’ve had, I can’t say enough about everyone I work with at Human"

Shelley Foland: CEO, Softies

Channel Mix

Key Aspects