Involvement: fRACTIONAL BRAND MARKETING DIRECTOR

• Brand Calendar Ownership & Promotional Strategy

• Ecommerce Analytics/Insights & Retention Strategy

• Product Launch Campaigns

• Shopify Development

• Creative & Content Strategy

• Agency & People Leader

THE SITUATION:

Built on a community of adoring customers from across Canada, Wilet, (formerly Flax Home and originally Flax Sleep) saw explosive growth during the pandemic. With U.S. entry and a rebrand on the horizon, the founders sought a strategic brand marketer to establish a bold, authentic point of differentiation in an increasingly competitive DTC category in a constantly shifting post-pandemic economic environment.

APPROACH & RESULTS:

Collaborating with advisors and agency partners, we identified a key insight and early trend: post-pandemic consumers prioritize rest but on their terms—it’s personal, not prescriptive. 

Most importantly: rest looked different for everyone. 

Using this insight to ground all strategic work, we positioned Wilet’s dreamy linen bedding and home goods as a part of the motivation towards a more restful pace of life. From a unique name to a refreshed website and content strategy, we shaped Wilet’s identity while bringing the community along through intimate founder and team stories.

Come launch, we empowered our community to become brand and rest advocates–equipping them with product, messaging, and promotional tools to help amplify the Wilet brand. Driving all amplification to a key Instagram content piece resulted in 60% increased site traffic, 500K organic impressions, Explore page reach, top tier regional earned media hits and a 10% lift in new customer acquisition on launch day.

FURTHER CONTRIBUTIONS:

• Ongoing full funnel customer journey growth strategy

• Vancouver Showroom Launch + Opening 

• Leading BFCM and Birthday Sale planning, strategy and execution increasing sales YOY by 25% including 355% SMS list growth, 37% email list growth, reducing abandoned cart by 34%, maintaining 68% email open rate and efficient LTV:CAC

• E-Commerce Photo and Video Creative Support

• E-Commerce Re-Design & Development Leadership (twice!)

• Rest Friends Club Loyalty Programming

Brand Identity & Website Design: Grant.

Make room for rest at shopwilet.com.