Chyler's Digital Marketing Transformation

The Challenge

Chyler’s, a premium e-commerce brand selling Hawaiian Beef Chips®, had a unique product with tremendous potential—wafer-thin strips of premium US beef with authentic Hawaiian flavors. However, their digital presence wasn’t doing their premium product justice, and they were struggling to compete in the crowded snack food market.

Key Pain Points:

• Inconsistent brand presence across social media platforms
• Low-quality product photography and video content that didn’t reflect premium positioning
• Manual, time-consuming marketing efforts with limited reach
• No cohesive email marketing strategy or automation
• Underutilized Shopify features and poor site conversion rates
• Limited customer support capacity affecting sales
• Inefficient paid advertising with poor ROI
• Disconnected marketing tools creating data silos
• No clear customer journey or marketing funnel

Business Impact: The founder and small team were overwhelmed trying to manage all aspects of digital marketing themselves. They were spending hours on social media posts, customer service emails, and ad management—time that should have been spent on product development and business strategy. Their marketing efforts were reactive rather than strategic, resulting in inconsistent results and missed growth opportunities.

Goals and Objectives

Chyler’s needed a comprehensive digital marketing partner to:

1. Elevate Brand Presence: Create professional content that reflects the premium quality of the product
2. Automate & Scale: Implement systems to reduce manual work and scale marketing efforts
3. Increase Conversions: Optimize the entire customer journey from discovery to purchase
4. Build Community: Grow engaged social media following and email subscriber base
5. Maximize ROI: Generate consistent sales through strategic paid advertising
6. Streamline Operations: Integrate all marketing tools for better data and efficiency
7. Support Growth: Free up founder time to focus on product innovation and strategic partnerships

The Comprehensive Solution

We became Chyler’s full-service digital marketing partner, implementing an integrated strategy across multiple channels and platforms. Each service was designed to work together, creating a cohesive customer experience and maximizing overall marketing effectiveness.

1. Video Production & Content Creation

We transformed how Chyler’s showcased their products through professional video content.

What We Created:

• Product Showcase Videos: High-quality hero videos highlighting the unique texture, flavors, and premium ingredients
• Social Media Content: Short-form videos optimized for Instagram Reels, TikTok, and Facebook
• Recipe & Usage Videos: Creative content showing the product in various consumption scenarios (snacking, entertaining, gifts)
• Behind-the-Scenes Content: Authentic storytelling about the Hawaiian heritage and production process
• Customer Testimonial Videos: Professional interviews with satisfied customers
• Paid Ad Creative: Multiple video variations for A/B testing in advertising campaigns

Production Process:

• Professional videography and photography shoots quarterly
• Drone footage showcasing Hawaiian aesthetic and brand story
• Product styling and food photography for e-commerce
• Editing and post-production optimized for each platform
• Content library building for ongoing marketing use

Impact:

• Social media engagement increased by 215% with video content
• Product video on homepage increased conversions by 18%
• Ad creative featuring custom videos had 2.1x higher click-through rates
• Customer understanding of product uniqueness improved significantly

2. Social Media Management

We built and managed Chyler’s social media presence across Instagram, Facebook, and TikTok.

Strategic Approach:

• Content Calendar: Planned 30 days in advance with themed content pillars
• Platform-Specific Strategy: Tailored content and posting frequency for each platform
• Community Engagement: Daily monitoring and responses to comments, messages, and mentions
• Influencer Outreach: Identification and partnerships with relevant food and lifestyle influencers
• User-Generated Content: Encouragement and resharing of customer content
• Story Highlights: Organized highlights showcasing flavors, reviews, FAQs, and more

Content Mix:

• Product showcases and flavor highlights (30%)
• Customer testimonials and reviews (20%)
• Educational content about the product and Hawaiian heritage (20%)
• Behind-the-scenes and company culture (15%)
• User-generated content and community features (10%)
• Promotional content and special offers (5%)

Posting Schedule:

• Instagram: Daily posts + 3-4 stories daily
• Facebook: 4-5 posts per week
• TikTok: 3-4 videos per week

Results:

• Instagram followers grew from 520 to 4,100 in 12 months
• Average engagement rate of 6.8% (2.5x industry average)
• Social media now drives 28% of website traffic
• 180+ pieces of user-generated content collected
• Influencer partnerships generated $8,200 in attributed sales

3. Email Marketing Strategy

We built a comprehensive email marketing program using Klaviyo, transforming occasional newsletters into a revenue-driving channel.

Email Flows Implemented:

Welcome Series (4 emails):

• Email 1: Welcome + brand story + first purchase discount
• Email 2: Product education and flavor guide
• Email 3: Customer testimonials and social proof
• Email 4: Best sellers and gift options

Abandoned Cart Series (3 emails):

• Email 1: Reminder after 4 hours
• Email 2: Product benefits + urgency after 24 hours
• Email 3: Final reminder with limited-time discount after 48 hours

Post-Purchase Series (5 emails):

• Email 1: Order confirmation and tracking
• Email 2: Delivery confirmation + product tips
• Email 3: Request review (7 days post-delivery)
• Email 4: Cross-sell complementary flavors (14 days)
• Email 5: Replenishment reminder (30 days)

VIP Customer Series:

• Exclusive early access to new flavors
• Special bulk pricing offers
• Birthday rewards and anniversary celebrations

Campaign Calendar:

• Weekly promotional campaigns
• New product launch sequences
• Seasonal campaigns (holidays, summer grilling, gift-giving)
• Re-engagement campaigns for inactive subscribers

Segmentation Strategy:

• Purchase behavior (frequent buyers vs. one-time)
• Flavor preferences (spicy vs. mild)
• Cart value (high-value vs. budget-conscious)
• Engagement level (highly engaged vs. inactive)
• Source (social media, ads, organic, referral)

Results:

• Email list grew from 380 to 2,650 subscribers
• Email marketing revenue increased from $450/month to $3,800/month
• Average open rate: 38% (industry average: 18%)
• Average click rate: 5.2% (industry average: 2.3%)
• Abandoned cart recovery rate: 28% (industry average: 8%)
• Email now accounts for 18% of total revenue

4. AI Chatbot Development

We developed a custom AI-powered shopping assistant providing 24/7 customer support and sales assistance.

Core Capabilities:

• Instant answers to product questions (flavors, ingredients, nutrition)
• Order tracking and shipping information
• Product recommendations based on preferences
• Lead capture and email collection
• Integration with Shopify for real-time data
• Smart escalation to human support when needed

Business Impact:

• Support ticket volume reduced by 35%
• 24/7 availability with under 5-second response times
• After-hours sales increased by 22%
• 340+ email addresses captured in first 3 months
• 89% customer satisfaction rating

Technical Integration:

• Custom GPT-4 model trained on product catalog
• Shopify API for order and product data
• HubSpot CRM integration for lead management
• Klaviyo integration for email automation

5. HubSpot CRM & Marketing Automation

We implemented HubSpot as the central hub for customer data and marketing automation.

System Architecture:

CRM Setup:

• Contact management with detailed customer profiles
• Deal pipeline for wholesale and partnership opportunities
• Customer lifecycle stage tracking
• Integration with all marketing channels (email, ads, chatbot, social)

Marketing Automation:

• Lead scoring based on engagement and behavior
• Automated workflows for lead nurturing
• Customer segmentation for targeted campaigns
• Marketing attribution and ROI tracking

Sales Enablement:

• Wholesale inquiry management and follow-up automation
• Partnership opportunity tracking
• Custom dashboards for sales performance
• Email templates and sequences for outreach

Reporting & Analytics:

• Custom dashboards for key metrics (CAC, LTV, conversion rates)
• Attribution reporting across all channels
• Revenue forecasting and trend analysis
• Marketing ROI reporting by channel

Integration Ecosystem:

• Shopify (e-commerce data)
• Klaviyo (email marketing)
• Facebook/Google Ads (campaign performance)
• AI Chatbot (lead capture)
• Social media (engagement data)

Results:

• Complete view of customer journey across all touchpoints
• Marketing attribution accuracy improved by 85%
• Sales team efficiency increased by 40%
• Average deal close time reduced from 14 days to 6 days
• Data-driven decision making across all marketing initiatives

6. Paid Advertising Management

We developed and managed comprehensive paid advertising campaigns across Google Ads, Facebook/Instagram, and TikTok.

Google Ads Strategy:

Search Campaigns:

• Branded keywords (defending brand searches)
• Product keywords (beef chips, beef jerky alternatives, protein snacks)
• Problem-solving keywords (healthy snack options, gluten-free snacks)
• Competitor keywords (strategic bidding)

Shopping Campaigns:

• Product feed optimization with compelling titles and descriptions
• High-quality product images from video shoots
• Strategic bidding by product performance
• Seasonal promotions and special offers

Display & Remarketing:

• Custom audiences based on site behavior
• Abandoned cart remarketing
• Cross-sell campaigns to previous customers
• Lookalike audiences for new customer acquisition

Google Ads Results:

• ROAS: 3.4:1 (industry average: 2:1)
• CPA: $22 (down from $48 pre-management)
• Search impression share: 65% for brand keywords
• Shopping campaigns drive 32% of paid revenue

Facebook & Instagram Ads:

Campaign Structure:

• Brand awareness campaigns with video content
• Conversion campaigns for direct sales
• Dynamic product ads for remarketing
• Lead generation for email list building
• Engagement campaigns for social growth

Audience Targeting:

• Lookalike audiences based on customer data
• Interest targeting (foodies, health-conscious, Hawaiian culture enthusiasts)
• Behavioral targeting (online shoppers, gift buyers)
• Retargeting website visitors and engaged users

Creative Testing:

• A/B testing of video vs. static ads
• Multiple ad copy variations
• Seasonal creative refreshes
• User-generated content in ads

Facebook/Instagram Results:

• ROAS: 3.8:1
• Cost per purchase: $19
• 38% of new customers from Facebook/Instagram ads
• Retargeting campaigns achieving 5.2:1 ROAS

TikTok Advertising:

Strategy:

• Native, entertaining content that doesn’t feel like ads
• Spark Ads using organic high-performing content
• Creator partnerships for authentic promotion
• Trend-jacking with product integration

Campaign Types:

• In-Feed Ads with snackable product videos
• Spark Ads amplifying viral organic content
• Hashtag challenges encouraging user participation

TikTok Results:

• Youngest customer demographic acquisition channel
• CPA: $17 (competitive across platforms)
• 18% engagement rate on ads
• Viral organic content amplified through paid promotion

Overall Paid Advertising Results:

• Total ad spend: $2,800/month
• Total revenue from ads: $10,200/month
• Overall ROAS: 3.6:1
• CAC: $21 (LTV: $98, LTV:CAC ratio of 4.7:1)
• Paid advertising accounts for 52% of new customer acquisition

7. Shopify Store Optimization

We transformed the Shopify storefront from a basic online store into a high-converting sales machine.

UX & Design Improvements:

• Professional homepage redesign with video hero section
• Streamlined navigation and product categorization
• Improved product pages with better imagery, descriptions, and social proof
• Mobile optimization (60% of traffic is mobile)
• Trust badges and security indicators
• Simplified checkout process

Conversion Optimization:

• Exit-intent popup with email capture
• Free shipping threshold messaging ($49+)
• Product recommendations and upsells
• Customer reviews and ratings integration
• Countdown timers for promotions
• Sticky add-to-cart button on mobile

Technical Enhancements:

• Page speed optimization (improved load time by 65%)
• SEO optimization for product and category pages
• Structured data implementation for rich snippets
• Integration with marketing tools (Klaviyo, HubSpot, chatbot)
• Enhanced analytics tracking (GA4, Facebook Pixel, Google Ads)

Features Implemented:

• Subscription option for recurring orders
• Gift card functionality
• Bulk/wholesale inquiry form
• Product bundles and variety packs
• Customer account portal with order history
• Wishlist functionality

Content Strategy:

• Product descriptions optimized for SEO and conversion
• Blog content for SEO and customer education
• FAQ page reducing support inquiries
• About page telling the brand story
• Shipping and returns policy clarity

Results:

• Conversion rate increased from 1.4% to 2.9%
• Average order value increased from $39 to $52
• Bounce rate decreased from 64% to 48%
• Mobile conversion rate improved by 85%
• Organic search traffic increased by 120%
• Site speed score improved from 42 to 78

Implementation Timeline

Month 1: Foundation & Discovery

• Brand audit and competitive analysis
• Customer research and persona development
• Content strategy and calendar development
• HubSpot CRM setup and data migration
• Initial video shoot planning
• Advertising account audit and strategy

Month 2-3: Building & Integration

• First professional video shoot and content creation
• Social media profile optimization and content launch
• Email marketing flows built in Klaviyo
• HubSpot workflows and automation setup
• Shopify store redesign and optimization
• Paid advertising campaigns launch (Google, Facebook)

Month 4-6: Optimization & Expansion

• AI chatbot development and launch
• TikTok presence launch
• Advanced email segmentation and personalization
• Influencer partnership program launch
• A/B testing across all channels
• Second video shoot with seasonal content

Month 7-12: Scale & Refine

• Continuous content production and optimization
• Advanced advertising strategies and budget scaling
• Customer retention programs
• Wholesale lead generation campaigns
• Data analysis and strategic refinements
• Quarterly video shoots and content refresh

Comprehensive Results & Impact

After 12 months of integrated digital marketing services, Chyler’s experienced transformational growth:

Revenue & Growth:

• Total revenue increased by 135% year-over-year
• Online sales grew by 148%
• Average monthly revenue: $21,400 (up from $9,100)
• Customer base grew from 290 to 1,350 active customers

Marketing Performance:

• Overall marketing ROI: 3.2:1
• Total marketing spend: $4,200/month
• Marketing-attributed revenue: $13,400/month
• Customer acquisition cost: $21 (down from $52)
• Customer lifetime value: $98 (up from $64)

E-commerce Metrics:

• Website traffic increased by 185%
• Conversion rate improved from 1.4% to 2.9%
• Average order value: $52 (up from $39)
• Repeat purchase rate: 32% (up from 14%)
• Cart abandonment rate: 52% (down from 71%)

Channel Performance:

• Email marketing: 18% of revenue
• Paid advertising: 52% of new customers
• Social media: 28% of website traffic
• Organic search: 22% of new customers
• AI chatbot: 340+ leads captured

Operational Efficiency:

• Founder time on marketing reduced by 65%
• Customer support tickets reduced by 35%
• Marketing task automation saving 18 hours/week
• Content production pipeline established for consistency
• Data-driven decision making across all initiatives

Client Testimonial:

“Partnering with Lenilani has been the best business decision we’ve made. They don’t just execute—they think strategically about our entire business. The video content is incredible, our social media is thriving, the AI chatbot has transformed customer service, and our sales have more than doubled. What impressed me most is how everything works together. It’s not just individual services; it’s a complete growth system. I finally have time to focus on product development and partnerships instead of being buried in marketing tasks.”

— Founder, Chyler’s Hawaiian Beef Chips

Strategic Value Delivered

Beyond the metrics, our comprehensive partnership provided Chyler’s with:

Brand Transformation:

• Professional, cohesive brand presence across all channels
• Premium positioning matching product quality
• Authentic storytelling connecting with target audience
• Recognition as an innovative, customer-focused brand

Competitive Advantage:

• Superior content quality compared to competitors
• 24/7 customer service exceeding industry standards
• Data-driven marketing outperforming reactive competitors
• Integrated tech stack enabling sophisticated targeting

Scalable Infrastructure:

• Marketing systems ready for 10x growth
• Automated workflows reducing dependency on manual work
• Content library providing ongoing marketing assets
• Customer data platform enabling personalization at scale

Business Insights:

• Deep understanding of customer preferences and behavior
• Clear attribution of marketing spend to revenue
• Predictive analytics for inventory and marketing planning
• Identification of new market opportunities and product ideas

Ongoing Partnership & Future Plans

Our relationship with Chyler’s continues to evolve as the business grows:

Current Focus:

• Seasonal campaign optimization (holidays, gift-giving, summer)
• Expansion into retail partnerships with marketing support
• Influencer partnership scaling
• International market testing (Canada, UK)
• Subscription box development and promotion

Upcoming Initiatives:

• Brand partnerships and co-marketing opportunities
• Amazon marketplace expansion
• Podcast advertising testing
• SMS marketing integration
• Enhanced personalization using AI and customer data

Long-term Vision:

• Multi-brand portfolio support as company expands
• Retail marketing materials and POS content
• National advertising campaigns
• Omnichannel marketing across online and retail
• Industry thought leadership and PR

Services Breakdown

What We Handle Weekly:

Video Production:

• Quarterly professional shoots
• Monthly social media video content
• Ad creative production and testing
• Product photography updates

Social Media:

• Daily content posting across 3 platforms
• Community management and engagement
• Influencer relationship management
• Performance analysis and strategy adjustments

Email Marketing:

• Campaign planning and execution
• Flow optimization and updates
• Segmentation and personalization
• A/B testing and performance analysis

AI Chatbot:

• Conversation monitoring and quality assurance
• Knowledge base updates
• Integration maintenance
• Performance reporting

HubSpot Management:

• CRM data management
• Workflow automation updates
• Lead scoring refinement
• Custom reporting and dashboards

Paid Advertising:

• Daily campaign monitoring and optimization
• Budget management and allocation
• Creative testing and refresh
• Audience refinement and testing
• Performance reporting and strategy

Shopify Optimization:

• Ongoing UX improvements
• Product page optimization
• Technical maintenance and updates
• Conversion rate optimization testing

Why the Integrated Approach Works

Synergy Between Services:

• Video content used across social media, ads, email, and website
• Email subscribers engaged on social media and retargeted with ads
• Chatbot captures leads fed into email and CRM
• Social engagement data informs ad targeting and content strategy
• Website behavior triggers email automation and retargeting

Data Flowing Between Platforms:

• HubSpot as central customer data hub
• All channels contribute to complete customer profile
• Attribution tracking across entire customer journey
• Insights from one channel improve others

Consistent Brand Experience:

• Same brand voice and messaging across all touchpoints
• Cohesive visual identity from video to ads to email
• Seamless customer journey from discovery to purchase
• Professional quality reinforcing premium positioning

Compounding Results:

• Each service amplifies the others
• Customer lifetime value increases with multi-touch engagement
• Marketing efficiency improves with integrated data
• Brand building accelerates with consistent presence

Transform Your E-commerce Business

If you’re an e-commerce brand struggling to manage multiple marketing channels, lacking professional content, or not seeing the ROI you need from your marketing efforts, we can help.

Our comprehensive digital marketing services include:

• Professional video production and content creation
• Full-service social media management
• Strategic email marketing and automation
• Custom AI chatbot development
• HubSpot CRM and marketing automation
• Paid advertising management (Google, Facebook, TikTok)
• Shopify store optimization

Ready to transform your digital presence and scale your revenue?

Schedule Free Consultation