Strategy beyond the screen:
How our in-person approach to strategy helped Cygnett chart a path for growth
Snapshot
Industry: Tech Tools
Cygnett, a top brand in the Australian personal electronics industry, has established itself as a market leader with a diverse range of innovative mobile charging products that cater to tech-savvy consumers worldwide.
Despite their strong market position, Cygnett faced the growing challenge of sustaining customer engagement and loyalty in an increasingly competitive landscape. With the goal of enhancing customer retention and driving long-term revenue growth, Cygnett recognized the need to refine their marketing strategies to better connect with their audience and reinforce brand loyalty.
Evolving beyond utility
Coming into their engagement with Growth Gurus, Cygnett was determined to evolve from a utilitarian power banks brand into a lifestyle brand that resonated deeply with customers who lead adventurous, dynamic lives. Recognizing that their products had the potential to be more than just functional tools, Cygnett aimed to position themselves as an essential companion for consumers to power up their activities, seamlessly integrated into their daily experiences.
To tackle these challenges and redefine their brand positioning, Cygnett and Growth Gurus held an in-person strategy workshop.
This collaborative session was designed to uncover the underlining factors to craft a comprehensive strategy that would elevate Cygnett’s brand image, fostering stronger customer connections and driving repeat purchases through enhanced brand engagement and product usage.
Charging up the strategy
The in-person strategy workshop offered a unique and invaluable opportunity for our team to gain a deep understanding of Cygnett’s brand needs and strategic goals.
By engaging face-to-face, we were able to build a strong, collaborative relationship with the Cygnett team, setting a solid foundation for the entire engagement.
The workshop served as a comprehensive forum where we delved into various critical aspects of their business, such as sales, product development, promotions, lead capture, and loyalty rewards. We began with a client presentation that provided an in-depth overview of Cygnett’s business, products, and current marketing efforts.
This holistic approach ensured that our engagement was tailored to Cygnett’s unique needs, with a clear strategy to guide our efforts moving forward, and new insights for the brand to take with them to their everyday strategy.
Handing over the tools for growth
The results
From our in-person strategy sessions, we were able to formulate a comprehensive strategy for Cygnett to take into the next phases of our engagement, assisting with their transition into their new positioning strategy.
Turn customer perception of Cygnett from utilitarian product, to lifestyle brand
Shift communication from product features, to customer needs and aspirations
Define customer segments to find the key life activities that resonate with customers
Create a loyalty program strategy, and recapture customers from 3rd party sellers
Build SMS & email automations across the customer journey for key segments
Implement a content calendar to plan communications that resonate with customers
Created an A/B testing plan to optimize messaging for customer preferences
Identified important KPI’s, including conversion, retention, and engagement metrics
Unlocking consumer trends
After our strategy workshop, we immediately began implementing the collaborative strategies we had developed with Cygnett.
A key initiative in our approach to audience segmentation was the introduction of Okendo surveys, designed to provide deeper insights into the lifestyle and preferences of Cygnett’s customers. These surveys were strategically integrated across various email and SMS automation flows set up in Klaviyo, including the welcome flow, browse abandonment flow, winback flow, and post-purchase flow.
Through this process, we were able to identify significant trends among Cygnett’s audience, allowing for messaging to be more tailored and resonant in their goal for positioning themselves as a lifestyle brand.
Automating with a customer first strategy
Building on the insights gathered from the Okendo survey data, we meticulously crafted automated email flows that aligned with the goals and brand positioning outlined in our strategy workshop with Cygnett. With a clear understanding of what customers were most interested in, we tailored content to resonate deeply with those specific interests.
For instance, customers who expressed an interest in portable chargers were seamlessly guided into a Klaviyo built flow that featured content about power banks, showcasing dynamic lifestyle imagery of individuals using Cygnett's power banks in various real-life scenarios, such as cycling, running, and photography. Alternatively, for those who showed a preference for car accessories, we developed emails which would highlight the lifestyle benefits of car related products.
By aligning content so closely with customer interests, we not only reinforced Cygnett’s new lifestyle brand positioning but also drove stronger engagement and connection with their audience, increasing flow revenue by 79% within the first month of engagement following our strategy implementation.
Capturing leads, building community
To ensure that customers were effectively moving through the automated flows we set up, we utilized Justuno pop-ups for lead capture, strategically designed to support the shift in Cygnett’s brand positioning.
These pop-ups played a crucial role in collecting valuable website visitor data while reinforcing the lifestyle-oriented messaging we established during our strategy workshop. The data we collected allowed us to personalize the welcome series to show lifestyle activity images and copy that resonated with each unique customer.
This welcoming, inclusive messaging resonated with customers, reinforcing the idea that Cygnett is more than just a brand—it's a part of their everyday, adventurous life. We were able to incentivize immediate engagement, helping them build a robust database of leads with full Klaviyo integration for future marketing efforts.
This approach helped build the email and SMS list, and boost conversion rates, ensuring that new customers were immediately immersed in the brand’s evolved identity.
“The benefit of an in-person strategy workshop cannot be understated. The amount of insights uncovered by both teams were extensive, as the workshop allowed us all to dig deeper into discussions than we would have over a video call.”
Strategy Director
Growth Gurus
