Earthing

After 20 years, Earthing needed a brand overhaul and new marketing strategy to improve dwindling sales and create a fresh buzz for their ecommerce products. As the category creator, Earthing® faced a unique set of challenges.

THE CHALLENGES

Defend category leadership while competitors flooded the market with cheaper, knockoff products

Scale DTC revenue while maintaining credibility, compliance, and education-first messaging
Align brand storytelling, product education, and performance marketing across channels
Manage a growing marketing operation with many initiatives running simultaneously
Drive meaningful revenue growth while reinforcing Earthing’s authority and trust in the category it created
Develop a new branding strategy, budget, PR, and paid ad strategy for Meta and Google ads

THE APPROACH

Earthing pillow cover kit taken during a photoshoot run by Kat Mottram

REBRANDED by repositioning the company as the originator of grounding products with a refocus on Clint Ober as the founder and the scientific research behind everything they created. This recaptured customer attention, built authority, and brought new buyers into their sphere. Revamped full-funnel marketing across DTC, Amazon, and affiliate channels.

BUILT a new marketing department from the ground up, hiring and scaling a high-performing team across eCommerce (Shopify and Amazon), paid media, retention (email/SMS), content, design, PR, video, and influencer marketing. 

DIRECTED a $2.4M annual marketing budget across digital advertising, influencer/affiliate programs, media production, PR, and contractor resources.

COLLABORATED directly with the founder and executive team to align marketing strategies with broader company objectives, growth goals, and all departments. 

THE RESULTS

IN SIX MONTHS

Earthing Universal Mat marketing photo taken at a photoshoot led by Kat Mottram

EMAIL/SMS: Reworked retention marketing, launching an integrated email and SMS growth strategy as the lead copywriter.

SOCIAL MEDIA: Shifted from 10% video content to 98% video content and developed platform-specific content based on performance analytics.

META AD ROAS = Achieved 11:1 ROAS on Meta by implementing scalable customer acquisition framework.
ORGANIC INCREASES = New strategy on social media channels built an active community of engaged participants resulting in organic increases on Instagram of 192%, Facebook of 15%,
AFFILIATE PROGRAM = Regularly generated $100,000+ in sales each month (17% increase) after we revamped the program to offer them more creative collateral and informational support.
YOUTUBE = Increased views of The Earthing Movie from 1 million to 8 million by directing to it in newsletters and using it as a marketing educational tool in the content strategy.

EMAIL LIST GROWTH = +100,000 (101% increase)
EMAIL OPEN RATE = 38% (15% increase)
SMS LIST GROWTH = +31,000 (100% increase)\
EMAIL & SMS ROI = +9034%
EMAIL CONVERSION RATE (direct revenue attribution) of +55.9%
UPDATED EMAIL AUTOMATION CAMPAIGNS = $70,000 MONTHLY AVERAGE INCREASE
IMPLEMENTED EMAIL & SMS LIST SEGMENTATION = REDUCED REFUND REQUESTS DURING SALES FROM 11% TO <0.01%

STRATEGIC SALES STRATEGY

The “Earthshaking Offers” holiday campaign, a month-long November initiative, resulted in the highest November order volume in the company’s 20-year history.
Black Friday and Cyber Monday sales exceeded fulfillment capacity, while strategic discounting delivered the highest profit margins for this weekend in company history.
The “Earthing 10-Day Challenge” on social, email/SMS campaigns combined with timed 48-hour sales, generated an additional $210K of revenue in March.
Planned, organized, and directed multiple photoshoots at different locations in MA and RI. Hired models, shopped, styled, and directed the shoots for fresh, updated content.
Implemented analytics-driven creative optimization on the website, increasing conversion rates 42% and reducing CAC by 18%.