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What 2019 foretold, 2020 fulfilled. Then, the world changed.
A new category has emerged defying expectations and divides:
e-com·merce es·sen·tial, noun: a product deemed worthy of purchase amidst life-threatening conditions https://commonthreadco.com/blogs/coachs-corner/online-shopping-coronavirus-essential-strategies
What 2019 foretold, 2020 fulfilled. Then, the world changed.
A new category has emerged defying expectations and divides:
e-com·merce es·sen·tial, noun: a product deemed worthy of purchase amidst life-threatening conditions https://commonthreadco.com/blogs/coachs-corner/online-shopping-coronavirus-essential-strategies
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This is not to undermine the gravity of the pandemic.
Rather, it is to stress that for many businesses these times are a matter of survival — for themselves, their employees, and the families who depend on them.
This is not to undermine the gravity of the pandemic.
Rather, it is to stress that for many businesses these times are a matter of survival — for themselves, their employees, and the families who depend on them.
1/ Message “the Moment” with Honesty: @bambuearth
Filmed on Hawthorne’s iPhone, the email included:
We’re still shipping, but we don’t know for how long.
We don’t want you to panic buy.
The result?
$33.8k in revenue on the back of a single “Watch Now” call to action.
Filmed on Hawthorne’s iPhone, the email included:
We’re still shipping, but we don’t know for how long. We don’t want you to panic buy.The result?
$33.8k in revenue on the back of a single “Watch Now” call to action.
2/ Stay Calm, Carry On, and Incentivize: @getsupply
“We went from a year low in sales two weeks ago to having our best weekend since Cyber Monday.
“Not everybody will find opportunities. But everybody should be looking earnestly. Don’t give up.“
— @soundslikecanoe
“We went from a year low in sales two weeks ago to having our best weekend since Cyber Monday.
“Not everybody will find opportunities. But everybody should be looking earnestly. Don’t give up.“
— @soundslikecanoe
3/ Lean into the “At-Home” Zeitgeist: @HomesickCandles
Since the initiative went live, Homesick has reduced CAC from $19.65 to $13.17 and simultaneously increased:
Conversion rate by 68.4%
Traffic (users) by 99.5%
Revenue by 127.3%
Since the initiative went live, Homesick has reduced CAC from $19.65 to $13.17 and simultaneously increased:
Conversion rate by 68.4% Traffic (users) by 99.5% Revenue by 127.3%
4/ Support Essentials by Adapting & Uniting: @iglooproducts
“Within 24 hours, it 4.6x’d YoY growth, 2.8x over projections. Refersion has also pledged to donate our monthly fees to help supporters spread the word after they buy.”
— @bgyeah
“Within 24 hours, it 4.6x’d YoY growth, 2.8x over projections. Refersion has also pledged to donate our monthly fees to help supporters spread the word after they buy.”
— @bgyeah
5/ Do Good to Do Well via Displaced Groups: @BornPrimitive
Kicked off via email and organic social — with five days left and a 53% increase in spending — the campaign has already lifted …
ROAS by 66%
Overall revenue by 130%
Facebook revenue by 154%
Kicked off via email and organic social — with five days left and a 53% increase in spending — the campaign has already lifted …
ROAS by 66% Overall revenue by 130% Facebook revenue by 154%
6/ Go Strong on Brand, Hard on Performance: @LoveWellness
That savvy combination puts a face to the brand and builds audience equity.
At the same time, it also scales to the tune of a 140% lift in ROAS compared to non-BOGO ads … without reducing spend.
That savvy combination puts a face to the brand and builds audience equity.
At the same time, it also scales to the tune of a 140% lift in ROAS compared to non-BOGO ads … without reducing spend.
7/ Maintain & Measure Your Marketing Mix: @dorsalbracelets
“We’ll end this month with an all-time high of $170k.”
“We’ve maintained our relevance, even in the face of the crisis, by being everywhere our customers turn.”
— Chad Ross, Founder
“We’ll end this month with an all-time high of $170k.”
“We’ve maintained our relevance, even in the face of the crisis, by being everywhere our customers turn.”
— Chad Ross, Founder
8/ Enter Your Audience’s World on Their Terms: @tracksmith & @summersalt
“It’s nice to have a little something to get you motivated or excited to run. A reminder of why we run and a little inspiration.”
@leeglandorf via @Curalate
“It’s nice to have a little something to get you motivated or excited to run. A reminder of why we run and a little inspiration.”
@leeglandorf via @Curalate
9/ Fill the Social Void by Showing It Off, Online: @melonoptics
“It took no effort, cost us nothing, got our community to feel involved and gave us content to post. It opened up a ton of DMs and got us engaging in conversation with our community directly.”
@JP_melonoptics
“It took no effort, cost us nothing, got our community to feel involved and gave us content to post. It opened up a ton of DMs and got us engaging in conversation with our community directly.”
@JP_melonoptics
10/ Test Traffic Today for a Bright Tomorrow: @crossnetgame
As a result, sales have increased by +500%: “We had our best day in company history, five days in a row during the week of March 16th.”
— @SeaMeade via @privy
As a result, sales have increased by +500%: “We had our best day in company history, five days in a row during the week of March 16th.”
— @SeaMeade via @privy
Post-script …
Huge, huge, huge thanks to all the brands and leaders willing to share real data and real examples.
Please, hit me here or in the comments with more illustrations and wins!
#StrongerTogether or as @TaylorHoliday put it:
“F*ck this virus.”
Huge, huge, huge thanks to all the brands and leaders willing to share real data and real examples.
Please, hit me here or in the comments with more illustrations and wins!
#StrongerTogether or as @TaylorHoliday put it:
“F*ck this virus.”
