Laynie Pritchard // Mint Lane Studio Laynie Pritchard // Mint Lane Studio

Olyra: Paid Advertising


About Olyra
Olyra Breakfast Biscuits are 100 years in the making from Ancient Greek grains.
”From my ancestors and family, welcome to Olyra world! Enjoy!” - Yannis

Our Role
We were hired to run their paid advertising, scaling on Meta and TikTok. In addition, we worked with their team on all creative development - leading on UGC and ad copy.

Our Approach

We were given a "free trial" offer as the first thing to go live with. For this we…

  • Developed first round of creative

  • Gave feedback on landing page and funnel 

  • Tested audiences, copy, ad graphics to find winners in order to create a BAU campaign and then begin true A/B testing different variables. 

  • Month 1 results were so impressive that  client began to change offer to squeeze as much revenue out of the "free trial" campaign as possible; including but not limited to raising the "free" shipping price up to as high as $20

  • Despite these changes, we were able to keep CAC under control and within the desired KPI (under $5 per trial redemption)

  • We then began to scale and provide feedback on how to analyze the data - including helping understand metrics such as customer LTV vs CAC and other metrics that typically are the responsibility of the client - though we were never able to see the back end and really get a grasp of how successful our campaigns were after month 0. 


We then launched other campaigns that helped with business development such as…

  • Helping to launch Whole Food Market and Costco campaigns that were so successful the client was able to get their product (multiple products) into more stores nationally. This was done through using learnings from the "free tiral" campaigns to drive the best results possible (targeting, creative, copy, etc...) 

  • We discussed with Olyra to begin considering a true evergreen DTC campaign that could drive incremental revenue and truly scale the ad account profitably (and allow more monetary flexibility when it came to free trials and subscription offers). Despite the funnel being unusable - we were able to use learnings, develop new creative (specifically UGC), and test the available assets such as landing pages that were already existing on the site to see where exactly we were at but also to be able to gain insights on how we can optimize. The buying process and the UX of this funnel was not up to par, even for similar companies. We helped with CRO, new landing page designs, funnel optimizations, tracking optimizations, and so much more to get this funnel to be at least profitable. 

  • Additionally, we made suggestions such as tools, landing pages, optimizations, creative, getting shops set up, etc.

Month Over Month Results

  • Month One

    • Free Trial

      • Spend: $3202.87

      • Clicks: 9563

      • CPC: $0.33 

      • Conversions: 898 

      • CPA: $3.57 

      • ROAS: 0.2x

    • Evergreen

      • Spend: $34.70 

      • Clicks: 74 

      • CPC: $0.47 

      • Conversions: 5 

      • CPA: $6.94 

      • ROAS: 2.46x

  • Month Two

    • Free Trial

      • Spend: $2642.07 

      • Clicks: 14294 

      • CPC: $0.18 

      • Conversions: 940 

      • CPA: $2.81 

      • ROAS: 0.66

    • Evergreen

      • Spend: $2,006.39 

      • Clicks: 2640 

      • CPC: $0.76 

      • Conversions: 114 

      • CPA: $17.60 

      • ROAS: 1.36x

  • Month Three

    • Free Trial

      • Spend: $2263.59 

      • Clicks: 8660 

      • CPC: $0.26 

      • Conversions: 529 

      • CPA: $4.28 

      • ROAS: 1.88x

    • Evergreen

      • Spend: $3,706.91 

      • Clicks: 3909 

      • CPC: $0.95 

      • Conversions: 105 

      • CPA: $35.30 

      • ROAS: 0.82x

    • Aisle - Costco

      • Spend: $2668.37 

      • Clicks: 3855 

      • CPC: $0.69 

      • Conversions: 476 

      • CPL: $5.61

    • Aisle - Sprouts

      • Spend: $1003.26 

      • Clicks: 3476 

      • CPC: $0.29 

      • Conversions: 1378 

      • CPL: $0.73

    • Aisle - Whole Foods

      • Spend: $148.56 

      • Clicks: 252 

      • CPC: $0.59 

      • Conversions: 27 

      • CPL: $5.50

  • Month Four

    • Free Trial

      • Spend: $2229.21 

      • Clicks: 6253 

      • CPC: $0.36 

      • Conversions: 580 

      • CPA: $3.84 

      • ROAS: 2.00x

    • Evergreen

      • Spend: $2868.75 

      • Clicks: 2697 

      • CPC: $1.06 

      • Conversions: 84 

      • CPA: $34.15 

      • ROAS: 0.96x

    • Aisle - Costco

      • Spend: $432.80 

      • Clicks: 590 

      • CPC: $0.73 

      • Conversions: 86 

      • CPL: $5.03

    • Aisle - Sprouts

      • Spend: $566.60 

      • Clicks: 898 

      • CPC: $0.63 

      • Conversions: 216 

      • CPL: $2.62

    • Aisle - Whole Foods

      • Spend: $1635.04 

      • Clicks: 1555 

      • CPC: $1.05 

      • Conversions: 234 

      • CPL: $6.99

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Laynie Pritchard // Mint Lane Studio Laynie Pritchard // Mint Lane Studio

Keys Soulcare: UGC


About Keys Soulcare

A new beauty philosophy for the whole self.
Skin-nourishing ingredients and soul-nurturing rituals created by Alicia Keys and leading dermatologist Dr. Renée Snyder.

Our Role

We were pulled in to help find and contract UGC creators to fulfill content for Keys Soulcare organic Instagram and TikTok accounts.
Project in collaboration with Case Agency

View All Videos

Our Process

  • Develop a list of creators for approval prior to reaching out

  • Create a contract template and creative brief template for the brand (to be customized for each creator)

  • Reach out to all approved creators - then negotiate pricing, deliverables, and contracted (we also handled payment for all creators)

    • All creators were contracted for indefinite organic rights and one revision round/reshoot

  • Customized briefs for each creator based on their personality and the goals for Keys Soulcare

  • Gained all content and worked with creators on edits

  • Delivered all videos to Keys Soulcare

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Laynie Pritchard // Mint Lane Studio Laynie Pritchard // Mint Lane Studio

Finish Dishwashing: Organic Social Media


About Finish Dishwashing

Finish Dishwashing is the #1 Dishwasher Recommended Finish - to obtain the ultimate dishwashing experience.

Our Role

Finish was searching for an organic social media partner to help grow organic social channels and lead visual content for social alongside their yearly campaign calendar.

Results (over 12 months)

Organic Social Growth

  • Instagram Follower Growth: +1,645

  • Instagram Engagement Rate: 7.54%

  • TikTok Follower Growth: +4,631

Notable Campaigns

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Laynie Pritchard // Mint Lane Studio Laynie Pritchard // Mint Lane Studio

Eureka: App Downloads


About Eureka

Eureka is a new shopping app that allows you to discover new brands, trends, and deals. They came to us to help shift the brand narrative from a coupon app to focus on product/brand discovery.

Our Role

We were enlisted to revamp current social efforts (start fresh) and help develop new content pillars, test and learn, and help grow app downloads through paid ads, and organic content.


Results (over 3 months)

Instagram

  • Follower Growth: 2,000+

  • Engagement Rate: 6.2%

Paid Ads

We scaled and managed paid advertising across Meta and TikTok. Over our first three month’s we have contributed to over 5,000 app downloads.

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Laynie Pritchard // Mint Lane Studio Laynie Pritchard // Mint Lane Studio

Future Family: Social Media Growth


About Future Family

Future Family brings financing to people who need assistance in funding fertility treatments. Technically a financial company, but marketed more toward support and education around fertility issues, finances, and more. Future Family not only helps with financing but has support for all their clients through fertility, as it is most likely a stressful event for anyone going through it.

Our Role

Future Family was unhappy with their previous agency in terms of content planning and visuals. We took over their organic social media to provide a revitalized strategy, content planning, copy and visual development, influencer management, and community management.


Results (over 6 months)

Instagram

  • Follower Growth: 600+

  • Engagement Rate: 6%

    • Growth of 5%

  • Avg. Video Views: 1,250

    • Growth of 1,000

Influencers

  • Cost per 1,000 impressions: $0.03

  • Cost per video view: $0.08

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Laynie Pritchard // Mint Lane Studio Laynie Pritchard // Mint Lane Studio

Good Chemistry: Creator Campaign


About Good Chemistry

Good Chemistry is a clean, fragrance-led community-driven brand that provides a range of high-quality, affordably-fun fragrances so that you feel a mood boost and a positive connection. They recently launched their newest scent: Coffee Cloud.

Our Role

Good Chemistry’s latest launch of Coffee Cloud was in need of brand awareness and assets for the launch on their website, retailers, organic social media, paid ads, and email marketing. We worked with them to gain influencer and UGC content for this campaign with a budget of $15,000.

Our Process

We handled each step of the influencer and UGC creator process. We created an initial list of over 100 potential influencers for Good Chemistry to review. We then reached out to the top choice influencers/UGC creators to gain interest, send products to test out and learn more about, gain pricing and availability. Influencers who fit all criteria were then contracted, and given custom briefs for content. Once all content was obtained and approved, influencers content went live.

Results

  • Total Creators Contracted: 12

  • Total Assets Gained: 30

  • Total Social Posts: 21

  • Overall Impressions: 500k+

  • Total Video Views: 60k+

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Laynie Pritchard // Mint Lane Studio Laynie Pritchard // Mint Lane Studio

Afloral: Sales


About Afloral

Afloral offers premium artificial plants, silk flowers, dried flowers and vases.

Our Role

We work with Afloral to manage organic social and paid social on Instagram and TikTok, in collaboration with their team for all content creation and strategic ideas.


Results

Followers

  • Instagram followers increased by 15k

  • Facebook followers increased by 4k

  • Launched TikTok and grew to 2k followers organically

Engagement Rate

  • Instagram: Grew by 2%

  • Facebook: Grew by 1%

Average Video Views: 111.5k

Viral Reel: (2.1M views)

Paid Ads:

  • $7.30 Acquisition Cost

  • Drove $873,159.69 in Sales from the Website (From 36k in ad spend)

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Laynie Pritchard // Mint Lane Studio Laynie Pritchard // Mint Lane Studio

Frederick Benjamin Grooming: Instagram Growth


About Frederick Benjamin Grooming

Frederick Benjamin Grooming (FBG) is an African American men’s haircare line selling online and in retailers like Target.

Our Role

We partnered with FBG when they first launched in Target stores. We were onboarded to help with overall social media strategy, content creation, launching a TikTok account, partnerships, and community management.


Results

  • Grew over 3k new Instagram followers within 6 months organically

  • Increased Instagram post engagement from 0.02% to 1.31%

  • Increased website sales by 10% month over month

  • Produced content that went viral organically on Instagram


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Laynie Pritchard // Mint Lane Studio Laynie Pritchard // Mint Lane Studio

Little Spoon: Follower Growth


About Little Spoon & This Is Normal

Little Spoon believes parents shouldn't have to choose between what's healthy for your kiddo and what's easy for you.

“Parents also shouldn’t have to worry about quality, trust and availability in the food and nutrition products they need to keep their little ones healthy. Little Spoon is focused on ensuring that parents have the options they deserve — ones that enable convenience without having to compromise on quality, flavor, nutritional value and of course, on price.”

Our Role

We worked with Little Spoon and their media channel “This Is Normal” to co-create content and strategy with their internal marketing team and work on community management and community growth.


Results

  • Little Spoon: Organic Instagram Follower Growth: 12k+ in 4 Months

  • Is This Normal: Organic Instagram Follower Growth: 2k in 4 Months

Organic Content that went viral - Meme content resonated well with this consumer

Viral TikTok - Content Creator Collaboration

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Laynie Pritchard // Mint Lane Studio Laynie Pritchard // Mint Lane Studio

Good Chemistry: Brand Re-Launch


About Good Chemistry

Good Chemistry is a clean, fragrance-led community-driven brand that provides a range of high-quality, affordably-fun fragrances so that you feel a mood boost and a positive connection.

Our Role

Good Chemistry rebranded and launched new fragrances (handled by Case Agency). We worked with Case and Good Chemistry to helped source custom influencer content to use on their site to show what their seven fragrances are like based on the five senses. 

The influencer content based on the five senses, along with lifestyle content, was posted on TikTok using the custom hashtags #LoveGoodChemistry #CreateGoodChemistry to promote the rebrand and new fragrances.   


Our Process

We handled each step of the influencer process. We created an initial list of over 100 potential influencers for Good Chemistry to review. We then reached out to the top choice influencers to gain interest, send products to test out and learn more about, gain pricing and availability. Influencers who fit all criteria were then contracted, and given custom briefs for content. Once all content was obtained and approved, influencers content went live between the January 16th relaunch date through early May.

The Influencers

We worked with 14 influencers to create 79 pieces of content featuring Good Chemistry’s content. Influencers ranged in categories from lifestyle, beauty, fashion, ASMR, to food & drink.

  • Key Channels: TikTok & Instagram

  • Total Influencer Spend/Budget: $96k

Results

The hashtag created for the campaign #LoveGoodChemistry reached over 1 million organic views on TikTok.

Top Performing Content:

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Laynie Pritchard // Mint Lane Studio Laynie Pritchard // Mint Lane Studio

LensKart USA: Graphic Design


About LensKart USA

LensKart is on a mission to provide a wide variety of sustainably made optical glasses. To ensure vision is accessible and fashionable with affordable prices and new collections launching regularly.


Results

We took over the Instagram account to bring a fresher look to the feed, work with influencers, and even went viral with one of our Reels! We saw an increase in followers (2,000+ new followers in the first month) as well as our organic content really performing well.

Photos and Videos (other than graphic editing) was created by: Any Studios
Strategy Director: Assaf Dagan
Creative Director: Roee Lotan

Before

After

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Laynie Pritchard // Mint Lane Studio Laynie Pritchard // Mint Lane Studio

SolaWave: Product Launch


About SolaWave

SolaWave offers inclusive beauty for everyone.

“The best innovations in modern dermatology, without the sky-high price tag or time commitment.” 

Our Role

SolaWave launched their second wand featuring blue light technology and we helped them launch it on social media.


Results

We took over SolaWave’s social media and created a launch strategy, visual content, Social posts, and worked with influencers to launch the brand - along with working with their internal paid advertising team to increase awareness of the launch. 

  • Blue light content saw over 50% increased reach and engagement rates

  • Partnered with 6 influencers to help create content and launch the product (focused on Instagram and TikTok)

  • Social media (organic and paid) led traffic to the site for 2 weeks during launch

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Laynie Pritchard // Mint Lane Studio Laynie Pritchard // Mint Lane Studio

YaVe Tequila: Influencer Campaign


About YaVe Tequila

YaVe Tequila is a tequila brand born out of Spanish Harlem by Joe Cruz. We partnered with cast members of Netflix’s Too Hot to Handle to create a #YaVeTooHot campaign.

Our Role

Coordination and all contracting of the cast was handled by Selter Media & Eleven11 Communications

We worked with the YaVe team to workshop social content ideas and launched the campaign on our social channels with our own pre-launch content as well as the cast posting on their social channels. This is a current/ongoing campaign with more cast to post as well as on our YaVe Instagram account. #YaVeTooHot


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Laynie Pritchard // Mint Lane Studio Laynie Pritchard // Mint Lane Studio

CFDA: Paid Advertising


About CFDA

The CFDA created a digital runway in 2020 to allow all to experience NYFW up front and personal from the comfort of your home. They needed to push this new technology through social media to have people tune in for the 2021 shows.

Our Role

We ran paid advertising to increase brand awareness of Runway 360.

Results

  • 10 Days Running

  • Total Spend: $44,000

  • 15 Million Impressions

  • 13 Million Video Views

  • 20k Website Clicks

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Via: App Downloads + Instagram Followers


About Via

At Via their goal is to remove the stigma of “mental health” and improve the behavioral health of Gen Z through kindness, compassion, inclusion, and connection. Much like the way you take steps to improve and maintain our physical health, we believe that it is essential to also adopt healthy mental practices so that there is no threat of a mental illness down the line. Via serves to connect Gen Z to Therapists.

Our Role

  • Social Media Strategy, Management, and Growth

  • Visual Content Development 

  • Website Consulting including SEO, Copywriting, and Blogging

  • Development and Management of Influencer and Brand Ambassador Programs

Channels: Instagram, TikTok, LinkedIn, Twitter, Facebook

Results

  • Instagram Growth: From 0 to 18.8k in 7 months

  • Grew and Maintained an Engagement Rate of 15% on Instagram

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Laynie Pritchard // Mint Lane Studio Laynie Pritchard // Mint Lane Studio

The Honey Pot Co: Creative


About The Honey Pot Co.

The Honey Pot Co. is the first complete feminine care system that cleanses and balances your vagina. Powered by herbs™. Made by humans with vaginas. For humans with vaginas.

Our Role

Creating visual content for organic and paid social.


TikTok Video:

We created a TikTok video for Honeypot that has gained over 2.2 million views (July 2021)

Instagram Content Engagement:

Our content was used on their Instagram and gained above average engagement for the brand.

  • Their average engagement rate is <.7%

  • Our content averaged 2%

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Laynie Pritchard // Mint Lane Studio Laynie Pritchard // Mint Lane Studio

Acid League: Creative


About Acid League

Acid League brings a healthy dose of fresh flavor to everything you cook, eat, and drink. 

Acid League was started by reimagining vinegar, creating living vinegars with both bold flavors and good gut health benefits. Vinegars that are raw, unfiltered, and always fermented with premium fruits, vegetables, herbs and spices. Now, we're reinventing non-alcoholic wine with our Wine Proxies and bringing new life to every item in your pantry. Vinaigrettes, hot sauces, condiments, and beyond.

Our Role

Creating visual content for organic and paid social.


Engagement

Our content was used on their Instagram and gained above average engagement for the brand.

  • Their average engagement rate is 1.8%

  • Our content averaged 3.1%

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Laynie Pritchard // Mint Lane Studio Laynie Pritchard // Mint Lane Studio

Built By Girls: Social Growth


About Built by Girls

Going from classroom to career isn’t easy; there’s a lot to discover, a lot to navigate, and it isn’t exactly clear where to begin. That’s why we created BUILT BY GIRLS - to give you the resources and relationships we wish existed when we were entering the workforce.

Our Role

We have been working with Built by Girls for over a year to lead their social media presence, while collaborating with their marketing team to bring collaboration and content from their student ambassadors.

Social Channels

Notable Results/Growth

  • Organic Following Growth

    • Facebook: 7k 

    • Instagram: 26k

    • Twitter: 1k

    • LinkedIn: 8k

  • Maintained an Instagram Engagement Rate of 12%

  • Accounted for 55% of website traffic from organic social efforts

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