Happy Mammoth | Growth Strategist
Sean Singleton
About Happy Mammoth: Happy Mammoth is a health & wellness brand which sells supplements supporting women's health. Their mission is to support women through their health journeys with a community-oriented approach and a commitment to sustainability. They originated in Australia.
Check them out:
Project goal: Help enter Happy Mammoth’s e-commerce business into the US market
Project Strategy + Tactics:
Create audience personas
Leveraged demographic data to develop an understanding of the target audiences in the US and the messaging that resonates best (per audience)
Utilized A/B testing (across platforms) to determine best creative-audience fit
Created an ‘audience playbook’ in Airtable matching creatives to audiences
Audit existing marketing methods and create a comprehensive marketing plan
Reviewed Happy Mammoth’s data to see what was working well, what wasn’t…
Reviewed competitor’s traffic data (in Semrush) to understand gaps, prioritize focus areas
Reverse engineered successful content to understand what's driving engagement (across Happy Mammoth’s owned + social channels along with their competitors)
Guide the marketing plan implementation and serve as interim project manager
Met with all applicable team members to discuss marketing plan
Iterated plan based on feedback
Utilized Airtable to manage the project
Help with marketing measurement
Helped translate goals into primary & secondary KPIs
Examined a combination of attribution models within Google Analytics to assess ‘true performance’
For example, compared ‘linear’ with ‘last click’ attribution model to understand upper/mid-funnel creative impact
Project Results:
Delivered a ‘digital marketing blue-print’ for the US market
Set-up channel/campaign architecture
Created ‘creative testing’ processes
Provided a measurement framework to help evaluate future creative potential
Project Tools:
Airtable
Semrush
Ahrefs
Google Analytics
Wicked Reports
Google Ads
Facebook Ads
