MANG Gear:
For-Cause Clothing
Background
The Partner
Since 2015, Kyle and Keith Rossin have been building an amazing for-cause environmental apparel brand out of West Palm Beach, FL. For every product MANG sells, they plant a mangrove in order to restore our coastal ecosystems.
And when we say plant, they actually grow thousands of MANGs on their property and lead planting excursions. In 2018, they expanded their mission to plant overseas, and they also launched a monthly cause collection—partnering with amazing eco-nonprofits to help them achieve their mission.
​
These guys are the real deal, MANG.
Our Delivery
-
Executive Mentorship
-
Marketing + Brand Visibility Audit
-
Brand Redesign + Complete Style Guide
-
Site Map, IA, + Website Redesign + Dev
-
Weekly Ecommerce Tracking + Analysis
-
Campaign Planning + Marketing Optimization
Key Highlights
-
126% YOY increase in top-line revenue
-
100% increase in net profit
-
167% increase in online orders
-
34% CRO increase in first 30 days
-
12 co-branded partnerships launched
-
14-day website design / dev / launch
Project Goals
The Partnership
We were honored to create a partnership with MANG in the fall of 2019 to provide executive consulting and mentorship, as well as a visibility audit and marketing / sales analysis. After three months of setting and reach our goals, we grew our partnership to help not just on a strategic level but also on an execution level.
​
At Resonator, we believe consultants should be able to not only plan, but also manage, execute, and track our partner’s success. So we quickly began by leading a 2020 strategic workshop, designing and developing a new Shopify website, planning and executing the Planting Hope initiate to plant one million mangroves, elevating our email newsletter templates, and more.
Elevating the brand experience.
Co-founder Keith designed the original MANG® logo during a creative design sprint with his brother, mom, and aunt back in 2015. One small problem was that, when the mangrove mark was at the end of the logo, people mistook it to signify “MANGO.” To honor the legacy and heritage of the brand, we cleaned up the kerning, cap line, and character arms on the logo.
​
And to create a consistent visual language, we built a new visual design system with multiple logo lockups, font families and guidelines, and a full color system to make the brand pop in all seasons. All in, we finished the branding in one week and moved on to the real hurdle: an elevated ecommerce experience.
Optimizing e-comm experience.
Since direct-to-consumer (DTC) selling is a large arm of MANG’s top-line revenue, we reimagined their site structure, architected a consistent buy flow, designed a lightweight user interface (UI) kit, and got to work developing a new Shopify experience. Rounding out the customer experience, we also redesigned the purchase confirmation, shipping, and delivery emails to match the look and feel of the new online commerce experience.
​
There was a lot of web copy that needed to be built from scratch, so to make the process efficient, we built content tables that co-founder Kyle could begin writing first-draft copy for, and as he finished, we reviewed, edited, and then inserted into our production environment. And, to create a great customer experience while also keep our development cost low, we built repeatable content blocks that can be reused throughout the site. With this approach, we were able to create a high-value experience that we designed, developed, and launched in just two weeks.
Redefining ad spend + cost of sales.
In parallel to our site build and launch, we worked with Keith to test new tactics and strategies in Facebook’s Ad Manager platform. With Keith’s commitment to testing and refinement, we took MANG’s return on ad spend (ROAs) from around 4:1 ($4 for every dollar spent) to around 8:1 ($8 for every dollar spent).
​
As we move forward, we testing new tactics for acquisition as well as retargeting. Setting a traffic goal of ~1,000 visitors per day using good targeting parameters, we were able to increase monthly traffic to over 30,000 visitors while also increasing our conversion rate as high as 3.98% and lowering our cart abandonment rate as low as 48%.
