CASE STUDY
Our Client:
Canvas Cutter creates high-end Canvas Bedrolls for hunters, shed hunters, backcountry camping, and other outdoor adventures. No other company matches the quality of the canvas, stitching, or comfort that their premium bedrolls provide.
The Problem:
Seeing the end of 2020 created massive challenges for business owners. With the new year upon us Canvas Cutter was dealing with supply chain issues. Being notified of trade shows being canceled and postponed, their main avenue for launching new products, they were faced with a new challenge. They had developed a new product scheduled to be launched in April of 2021.
The new product they prepared to introduce was the Ultralight bedroll. This product was designed to compliment the high quality canvas bedrolls everyone had grown to love and rely on from Canvas Cutter. With the conditions that were facing us in the marketing landscape we knew we needed an innovative solution to launch this new product.
Solution:
The launch depended entirely on a radically creative digital campaign and rested heavily on our team to execute and perform better than ever before. After clearly defining our expectations we gladly accepted the challenge and went to work.
First we needed an intriguing and captivating promotion. We decided to use a giveaway promotion to
attract our target audience. This was designed in collaboration with other complimentary business part
ers that had established audiences allowing us to successfully spread the word. Next we scheduled a photo shoot to create lifestyle images of the product being used in the field for the digital assets for the
advertising campaigns.
Once the assets were complete about one month before the official launch, we blasted out an email to our current lists. Our pre-launch campaign was to collect the email address of everyone who made a purchase to qualify for the giveaway. The winner would receive a ultralight bedroll with a Bakou Bike and trailer.
The main objective, besides collecting more customer emails, was to ensure we were dealing with qualified buyers. We only allowed access to enter the giveaway to those who made a purchase during a set timeframe on the Canvas Cutter Website.
Because of the initial supply issues we only had 500 of these new bedrolls available, and the goal was to sell out the current inventory while generating enough sales to qualify for discounts on the next production run.
By the end of the giveaway we ended up with 316 entries, all of whom made substantial purchases to get entered. This proved to be a quality crowd because, as we all know, once a buyer always a buyer.
Not only did we build a list, we also created a custom audience in Facebook and Google Analytics of everyone who had gone to the giveaway page, and everyone who had engaged with our ads and watched product videos on
social media. These audiences built up over 10,000 people to retarget immediately for the official launch.
Result:
Now that we had our email list and audiences built…not to mention all the talk that we generated from the
giveaway with both companies blasting this out, we were ready to make the official announcement.
We lined up a couple emails and created a few more ads. We launched the official announcement just days after the giveaway ended. We emailed everyone on our list and gave them first dibs in getting their hands on this new bedroll. Then shortly after, we launched the paid campaign and organic social media posts.
Because of the planning and development beforehand, the campaign ended up being a massive retargeting
campaign letting people know we were taking orders. We prioritized the people that engaged with us in the
giveaway and then released it to the rest of the world after.