Case Study:
How to Launch a Product Before Black Friday

Results
Achieved

Global Launch M.E.R.

0 €

Revenue Generated

0 €

Total Spent Facebook&Google

The Project

Yuool is an Italian-Brazilian company that sells sneakers and slippers made of natural fiber and merino wool.

But the Biella-based textile company has decades of experience in the footwear industry behind it. Subsequently, this Italy-Brazil synergy was born, resulting in the merino wool sneakers: Yuool

Starting Situation

We had available:

1. A limited stock of 500 “test” products ready to be sold out as soon as possible

2. Short time, as the products had delayed delivery to the warehouse, so we had to launch them in the middle of Halloween and just before Black Friday

3. A super-affluent customer base that needed to be “pampered” in the right way for this launch.

Goals - Home Office Slippers Launch

The goal was to launch the company’s first new product since the sneakers for which they are known.

We should have finished the stock, getting the highest possible return from this launch.

WHAT WE DID [ PHASE 1] STRATEGIC PLANNING

This is the most important phase that allows us to define the activities to be put in place to be clear each day how the launch will be managed.

We decided to make it last 11 days for the launch with the following deadlines:

The weekend of Oct. 29/30/31 slippers were accessible only to loyal Yuool customers with offerr price
As of Monday, 1/11, the slippers were available for purchase by all

Why the limited time offer price?

It is the so-called “launch price” that allows us to generate a sense of urgency and get people to buy who would otherwise wait.

Also, for a product under test, it allows us to understand its potential and maximize the investment by allowing us to figure out how much stock to go to reorder based on the performance we can achieve with the launch.

[FASE 2] SETUP TEST AND SCALING CAMPAIGNS

Following our operational frameworks, we tested all the variables we had available to test. Below are the activities carried out:

1. Created dedicated customer campaign, which started on the weekend of the 29th to communicate the sense of “exclusivity” to the community.

We reminded those viewing the ad that they received the email to communicate the offer. In this way we expanded communication to as many channels as possible (advertising and email)

2. Set up test campaigns. Here the goal was to figure out which landing page (product page or homepage) would convert better
We also tested several “matches” of different audiences to find the winning landing page+audience permutation

3. Created the campaign where, 3 days before the close of the launch, we would go out daily to communicate the sense of urgency and that the offer would end

[FASE 3] MARKETING AUTOMATION AND NEWSLETTER

Marketing automation – Advanced shopping cart retrieval

Shopping cart retrieval is critical to go and retrieve users who had not completed the purchase and go and walk them toward conversion.

Newsletter
Newsletters also played an important role in the overall result.

Customer/non-customer segmentation and urgency emails (as well as ads) have been key.

Testimonal from Alessandra, Co-Founder Yuool

We are very satisfied with how we have worked together so far

We have been working with Marco and colleagues for over a year now and I can only confirm their professionalism and competence! Results, when dealing with a startup, are not always immediate and most importantly the recipe is never given, but they are constantly experimenting with alternative strategies, where all hypothesis are always supported by data. We are very pleased with how we have worked together so far and hope to go on for a long time to come!

Case Study:
How to Launch a Product Before Black Friday

Results
Achieved

The Project

Starting Situation

Goals - Home Office Slippers Launch

WHAT WE DID [ PHASE 1] STRATEGIC PLANNING

[FASE 2] SETUP TEST AND SCALING CAMPAIGNS

[FASE 3] MARKETING AUTOMATION AND NEWSLETTER

Testimonal from Alessandra, Co-Founder Yuool

We are very satisfied with how we have worked together so far

Let's get in touch

Do you want to scale from 100 to 1000?
If you would like our team to handle the ads for you, let's schedule a meeting after filling out the form. We will analyze your current situation, goals and do a free analysis of your marketing activities.

Case Study: How to Launch a Product Before Black Friday

Results Achieved

The Project

Starting Situation

Goals - Home Office Slippers Launch

WHAT WE DID [ PHASE 1] STRATEGIC PLANNING

[FASE 2] SETUP TEST AND SCALING CAMPAIGNS

[FASE 3] MARKETING AUTOMATION AND NEWSLETTER

Testimonal from Alessandra, Co-Founder Yuool

We are very satisfied with how we have worked together so far

Let's get in touch

Do you want to scale from 100 to 1000? If you would like our team to handle the ads for you, let's schedule a meeting after filling out the form. We will analyze your current situation, goals and do a free analysis of your marketing activities.

Case Study:
How to Launch a Product Before Black Friday

Results
Achieved

Do you want to scale from 100 to 1000?
If you would like our team to handle the ads for you, let's schedule a meeting after filling out the form. We will analyze your current situation, goals and do a free analysis of your marketing activities.