Chapter one: Reaching young families
The challenge. Lovesac, a direct-to-consumer maker of modular furniture, has a distinctive product line. A shifting housing market opened a window with young families, a high-value growth segment. Low brand awareness at the top of the funnel was blocking sales.
What we did. MSI The Agency researched how young families actually shop the category. We built new creative around their specific needs and placed media in the channels those families use most. Messaging focused on the product benefits that mattered to them.
The results. Highly relevant messaging in the right channels showed young families why to fall in love with the product.
- +100% year-over-year conversion
- +78% increase in awareness-driven leads
Conversion and lead changes measured year over year.
Chapter two: Scaling nationally
The challenge. Ambitious plans to expand into new markets and customers meant scaling media spend. The brand needed to grow that spend without eroding return on investment.
What we did. We analyzed past performance in MSIGenerate™ and used media mix modeling to isolate the core drivers of sales. We predicted outcomes across a wide range of scenarios. Then we scaled the brand's story to national cable, with highly contextual placements built on those predictions.
The results. The national rollout grew sales while holding return, because it was built on the real sales drivers.
- +70% increase in sales, year over year
- +400% lift in retargeting
- 94% media-outcome prediction accuracy
Sales change measured year over year across the rollout.
Capabilities: MSIGenerate · Research & Insights · Creative & Content · Media Planning & Buying · Forecasting & Modeling