Founded in 2005, Meli Melo is a British luxury handbag and accessories brand. Meticulously crafted in Italian leathers which are renowned for their distinctive shapes and impeccable construction.
Due to an increasingly competitive market, Meli Melo’s growth had started to decline after five years of 100% growth year-on-year. The brand was being challenged by its resellers who were able to undercut them on price. Furthermore, Meli Melo’s marketing was managed by various providers working in silos and with limited client input. This approach led to a disconnect of strategies which had impacted performance.
With a need to be smarter with marketing budget, Meli Melo looked to Rakuten Marketing to develop an integrated and agile marketing strategy across affiliate, display and search, with the aim to maximise digital investment and drive incremental revenue.
Meli Melo needed to achieve 20% growth YoY in sales while maintaining a healthy return on ad spend (ROAS) without eroding margins. As a luxury brand, Meli Melo also needed to retain exclusivity and brand equity, and ensure growth was driven without relying on sales and discounts.
Rakuten Marketing began by auditing Meli Melo’s existing marketing strategies which uncovered several areas which were driving inefficiencies and preventing Meli Melo from reaching the new audiences needed to support growth. Therefore, multiple changes were introduced to reach the outlined objectives:
Thanks to this integrated approach, Meli Melo’s performance and growth continue to soar, delivering results and significant changes for the business:
“We partnered with Rakuten Marketing at a crucial time for our brand when our ecommerce revenues were falling. We were losing confidence in our marketing spend and Rakuten Marketing quickly turned this around and gave me the confidence to increase our investment. We have always been a very ROI focused business and this integrated marketing strategy has exceeded my expectations, delivering a unified approach to performance marketing which was the absolute goal I had in mind.”
Doug Ker, CEO of Meli Melo