Generating stronger market traction

Background

An overall goal of selling 35,000 units had only reached 10% of the goal after the first quarter. The creative used was very lifestyle and brand focused and did not give consumers an understanding of what the product does and how it helps them. We worked with the creative agency to reimagine the approach, refresh creative based on data and learnings related to media as opposed to just what looked best, and reinvested in a multichannel approach that married the TV, PR, and Offline efforts to the digital to create a holistic story.

Mission

Turn around a go to market strategy on a relatively new product line that was struggling to succeed in a competitive landscape.

Results

Remarkable growth and further engagement

Building momentum and awareness

We concentrated on building market awareness, in a funnel approach to generate traction to the website, build up product exposure, and develop data pools to model audiences.

We pushed a heavy Amazon Prime Day effort that yielded a 50% boost in total sales to date in just 2 weeks while increasing the review rating by more than 1 1/2 stars.

With all this in hand, armed with revised creative driven from media insights and research, we saw a 10X increase in sales over the holiday period and created another stock shortage requiring an emergency resupply to keep up with the demand. This drove revenues to date from less than $1 million to over $5 million.

These holiday results prompted a 180 turnaround with the client who was considering shuttering the product, into a reorder and reinvestment to continue supporting the product.

Coming out of Holiday Q1 weekly sales average was 4X the initial launch weekly average with promotional spikes seeing between 4:1 and 5:1 ROI.

Funnel Approach

A collaborative win

These results were achieved through concentrated strategy working closely with the client to educate them on market momentum and trends, and developing a holistic approach that helped all channels to work in harmony to establish the necessary awareness, interest, and conversion to yield profitable results.

It was a process to navigate a large organization with many moving parts, to follow a path outside their comfort zone. Pulling channels like Amazon, Best Buy, and Analytics away from fragmented internal teams and consolidating with our teams to allow us to deliver the necessary results.