our work
weez & merl
Female-founded, sustainable, creative and disruptive - there's nothing not to love about Brighton-based Weez & Merl. This fabulous duo are on a mission to challenge throwaway culture by showing just how beautiful plastic can be.
With a circular economy business model, they offer environmentally-friendly waste plastic collection, and design and manufacture luxury sustainable homeware products using recycled plastic. Since 2015, they have recycled around 1.6 tonnes of plastic into coasters, placemats, plates, table-tops and more.
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what we did
Conducted a research project to analyse the industry and the total available market
Created target personas by analysing the demographic and psychographic findings
Designed a new marketing strategy by selecting channels, content planning and budgeting
the project
Firstly, a research project was conducted to analyse Weez & Merl's industry and target markets. This consisted of a full situation analysis, a primary research project - in the form of a digital survey, and an in-depth interview with the founding team - and extensive secondary research. The findings were analysed to create four clear target personas with accompanying demographic and psychographic information and visuals. We also delivered a complementary insightful competitor analysis.
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Following this, we created a digital marketing strategy, implementation plan, and an ongoing management plan for Weez & Merl. We included business objectives, a marketing strategy, a marketing channel plan with actions, a delivery Gantt chart and editorial calendar with ready-to-go social media content. We also included optimised budget breakdowns and measurement metrics.
The project was run by our CEO, Sophie Smith.
the results
The strategy was created to increase website visits by 30%, to gain 1.5k Instagram followers and to increase online sales by 100% over the course of the implementation plan. To reach the target audience and achieve these objectives, a channel plan was developed. This predominantly included display advertising, SEO, social media marketing and email marketing and was supported by a full content plan.
The optimised budget created focused on the most relevant and effective channels to deliver the business objectives, and return on investment was calculated for all areas using e-commerce sales as the monetary return. The overall ROI was calculated as 2.57 and peaked at 4.11.
"The meticulous research that was done around Weez & Merl was highly impressive, and the easy to follow strategy that Sophie constructed was perfectly tailored to our needs as a growing business. All bases were covered, and we now feel confident moving forwards with marketing as a small business. The insight presented by The Chaos Collective has been invaluable and we're consistently seeing results from implementing the comprehensive plan. We can't thank them enough!" Louise
our services
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digital marketing strategies
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brand awareness
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driving website traffic
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generating leads
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optimising conversion rates
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competitor analysis
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research and positioning
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customer persona development
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search engine optimisation (SEO)
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social media management
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email campaigns
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content marketing
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analytics and reporting
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content strategies
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copywriting
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advertising strategies/media buying
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marketing campaigns
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brand strategy
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customer loyalty
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referral schemes
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retention programmes