Skinny Mixes is a direct-to-consumer (D2C) brand that specializes in sugar-free syrups for coffee, cocktail mixes, and non-alcoholic beverages. The brand's mission is to provide a healthier alternative to everyday favorites,which has resonated with consumers looking to make their own versions of coffee shop favorites and cocktails at home. Recently, Skinny Mixes gained viral growth with "Water Talk," a TikTok sensation where people used their syrups in their everyday water.
With rapid growth comes increasing marketing complexity. One of the biggest challenges that Skinny Mixes faced was tracking their metrics and key performance indicators (KPIs) in a smart way. With a small team, the company struggled to deal with large amounts of data from various platforms and distill it into simple, actionable insights.
Partnering with Laine was a game-changer for Skinny Mixes, providing a significant boost to their day-to-day operations by providing powerful set of tools to understand their metrics, optimize their marketing efforts, and make data-driven decisions. Jennifer Courtney, the eCom Marketing Manager from Skinny Mixes, found several features of Laine to be particularly helpful:
· Simple, high-level score: the“Laine score” gave Skinny Mixes a high-level view of its KPI performance vs. industry benchmarks,which is quick and easy-to-digest for the team.
“When you have a small team, you really need to be able to understand what's happening from a 30,000-foot level and a quick, easy-to-digest, easy-to-share way,” Courtney said. “And it's been really exciting to see what Laine has been developing to help us do that.”
· Visualization and reporting: Laine’s simple and clear visualization helped Skinny Mixes team to understand what happened and why in the last period. The ready-to-use insights and visualization significantly reduced the time needed for the team to prepare monthly reporting materials.
“I use Laine most when we're looking back monthly and trying to report out to our executive team what happened and why,” Courtney said. “I love the visualization of data that Laine provides,which is exceptionally good at breaking down different channels and understanding where our incoming traffic comes from."
· Actionable suggestions: Laine’s offered Skinny Mixes distilled insights and smart suggestions instead of complex data. Specific suggestions on how to adjust their messaging and spend has helped Skinny Mixes optimize their marketing and improve their KPIs.
“With Laine, smart suggestions are coming to you that you can make actionable, and I often do,” Courtney added about how Laine helped turn their insights into action. “For example, on ROAS, Laine does not just provide the benchmark. From marketing perspective, we all know what the general benchmarks are. Laine tells us you that you could spend more here, or you should adjust messaging as your ROAS is expected to be at this level.”
Is your brand facing a similar set of challenges? Find out more about our features on our website or get in touch with a member of the team to learn more about how we can help your brand work more efficiently and effectively.
