Swoveralls was scheduled to make an appearance on Season 10 of Shark Tank and wanted to capitalize on the inevitable awareness and publicity the brand would receive immediately after an appearance on the show. Swoveralls wanted to hire Snow Agency to put together a customer acquisition and content strategy in order to accumulate enough capital to transition from pre-orders to actually holding inventory.
In order to prepare for the extreme and sudden traffic Swoveralls would receive, we developed both customer acquisition and content strategy. We prepared retargeting ads to target these potential customers who have taken action or engaged with the website after it aired. Along with this, we wanted to focus on utilizing this gained traction and momentum by creating specific Lookalike Audiences based on customer actions to target new prospective customers. In terms of content and on-site optimization, we created Landing Pages and Custom Videos in order to maximize our conversions.
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We discovered that Swoveralls had an extremely low conversion rate starting out. In order to ensure the best possible conversion rate, we discovered that Kyle (Swoveralls Founder) could further optimize his website by sending traffic to a Shark Tank Related Landing Page rather than the generic product page, as well as using a frequent and apparent call to action buttons across the store. Moreover, we added bundles and variant options to this LP in order to improve store wide AOV.
In order to prepare to scale Swoveralls, we focus on implementing a unique content strategy in which we would create new Shark Tank related content to be used for video ads across various platforms. After compiling footage of the Shark Tank Pitch we created a new mashup video that could be used to target these incoming potential customers.
To prepare for the massive amount of traffic that would be experienced during and after the launch of the Shark Tank episode. We created heavily segmented custom retargeting audiences in order to reach all potential customers and deliver them ads, further incentivizing them to make a purchase with a Shark Tank Related discount code.
To properly target new customers, we created a variety of Lookalike Audiences based off of seed audiences from past customer behavior such as: Purchasing Patterns, Content Views, Engagement, etc. Along with this, we implemented various interest-based audiences relating closely to Swoverall’s target buyer persona. This allowed us to grow the company’s reach further than what Shark Tank could do organically. Although we were only selling pre-orders, we experienced an overwhelming amount of success at the prospecting level. This allowed Kyle to ramp up production and order significantly more inventory to scale his business down the road.
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"The Snow Agency team has been a pleasure to work with. I came to them in the 11th hour right before a vast exposure moment for my brand, and they worked through the weekend to ensure my ads were set up for success. They were quickly able to not only optimize the paid ads and create a strong return but also provided relevant and timely feedback to me improve my onsite experience. That all said, the best part has been the customer support. The team at the Snow Agency are incredibly responsive. I feel like they’re always there if I have any questions/requests. Overall, I’d recommend Social Cadre to any friend looking to work with a reliable digital marketing agency."
Kyle
Chief Swoverall Officer, Swoveralls
