Note: respecting our client's wish this case study refrains from using the brand name.
Launching sales often means sacrificing profit margins for revenue—but it doesn’t have to. When this Women's fashion brand launched their Black Friday sale, we used a different approach for a whopping £31k sales in 1 hour.
Rather than sacrificing profit, we focused on a pre-launch strategy to create hype and anticipation and partnered with a 'buy more get more' offer, to bump order values and retain margins. The results speak for themselves. Launch day commenced with a mad rush on their site, with over 450 orders on day one.
As one of our on-going, rapidly scaling clients, we knew that this brand had a strong following of loyal customers. They have a quality product and strong branding. The brand came to our strategy session with the goal of selling as many units as possible, all while maintaining their profit margin.
We knew that by leveraging their loyal following and understanding buyer psychology, we could create magic for them even if they didn’t offer a high-stakes blanket discount.
Our strategy was to create pre-launch anticipation by driving opt-ins to a Klaviyo list with the promise of exclusive launch-day notice. We created a sign-up flow and used their organic social media posts, established Facebook following, email list, and paid Facebook ads to drive email opt-ins.
The pre-launch messaging focused on scarcity, creating urgency and fear of missing out (FOMO). The copy made it clear that this was the sale “launch of the year” and it would only be available in “extremely limited numbers.” Then we played on FOMO, adding that “once it’s gone, it may be gone forever.” This drove an unprecedented number of opt-ins, adding a substantial number from prospects who had never purchased. With these new prospects we were able to capture email addresses within our Klaviyo flows, adding an additional marketing channel to help build the hype.
We kept our list warm by sending out the brand’s organic social media content through various marketing channels including email. This content built anticipation and hype, teasing new information about the sale. We continued to harness exclusivity and FOMO in the messaging.
On launch day, the promised email “we’re live” broadcasts were sent to our list. These hyped-up customers immediately converged on the site, and in the first hour, we generated £31k in sales for our client, far exceeding our initial goals.
By analysing our client’s audience and market potential, we are able to leverage buyer psychology, brand strengths, and their unique audience for amazing results. This outrageously successful sale launch is just the beginning.
Facebook, Instagram and Google Advertising partnered with Email Build-Ups and Automation Sequences
- Focused the majority of our budget on the pre-launch campaign
- Captured email leads as part of the Klaviyo flows
- Built a Klaviyo list via organic channels and paid Facebook Ads
- Used psychological buying triggers in all messaging (exclusivity, scarcity, and FOMO)
- Created exclusivity for the product launch by initially broadcasting only to the list
- Boosted engaging, hype-building organic content through multiple channels to keep our list warm
- Created an appealing, exclusive buying experience on launch day