Note: respecting our client's wish this case study refrains from using the brand name.
What happens when you optimise your organic audience for an exclusive product release? When Divo teamed up with this UK based Decor Brand, we did just that, creating the brand's biggest launch yet and crushing their revenue goals. Here’s how.
Our client, a luxury home decor brand, curates new and innovative designs with new launches monthly. In the past, each launch was preceded by Instagram Stories to build hype - but this time we took it a few steps further.
With a loyal Instagram audience of decor fanatics, we saw an opportunity to leverage IG Stories and Klaviyo to generate high quality leads for less.
The goal: Make it the biggest launch yet, trumping the previous best day of £18k.
Create exclusivity: We all want to feel special. More importantly, we don’t want to be left out. By understanding our eager audience, we created the opportunity for them to join our 'VIP' list with exclusive first-access to the new designs.
Create hype: After growing the VIP list, we needed to keep our audience interested in the new designs. Leading up to the launch, we ran campaigns with “first glimpse” messaging, followed by a “room reveal” creative, that grew excitement and kept them engaged.
Create urgency: Upon launch, we sent out Klaviyo email broadcasts, using the VIP angle to promote a limited time ‘exclusive’ discount which prompted immediate sales - £25k in only 25 minutes, to be exact.
Create scarcity: We all want the latest thing - especially if there’s limited quantity. Using targeted messaging, we were able to alert our audience to the possibility of the products selling out, which created an additional surge of conversions.
Create sales: This launch was not only our client’s biggest yet, but it smashed their previous launches, generating £60k in one day!
Create Lifetime Value: Understanding customer psychology and how to guide it can be the difference between an £18K day and a £70K day. By continuing to leverage audience motives and behaviours, alongside tools like Klaviyo, we are able to generate huge returns - even from small audiences. We’re continuing to work with this brand to push the limits with every new launch.
Facebook and Instagram Advertising whilst building hype with Klaviyo
- Drove traffic to an 'exclusive access' sign-up page
- Built momentum with accelerated campaigns leading up to launch
- Sent out Klaviyo broadcasts with an 80% open rate and a whopping 52% CTR.
- Crafted targeted messaging highlighting exclusivity and urgency
- Ran retargeting campaigns both by email and Facebook Ads to generate added scarcity around limited stock products
Ready to scale your business using consumer psychology combined with the latest marketing strategies? Feel free to get in touch