Ahead of a major new product launch, the JOBY brand planned an event in the U.S. and a challenge on TikTok. At the commercial level, it established that the new products would be available exclusively on the D2C ecommerce channel during the launch phase to be subsequently distributed through online and offline sales channels. In this context, priority project objectives were defined, namely:
capitalize on the product launch with significant volumes of traffic to the site
maximize sales on the official channel during the period of sale exclusivity
increase the Average Order Value (AOV) of ecommerce sales
In coordination with the brand, we developed the new product launch strategy in sequential phases with a different yet integrated focus, working with different business teams: Ecommerce, Communication, Product and IT.
The project was split into the following stages:
The contents and targets of the different media channels were adapted and customized according to the user’s context; however, this was done by using a common framework so as to analyze the results achieved in the various phases of the funnel under a single matrix.
We built monitoring dashboards with real-time data for sharing trends with the whole company to accelerate the learning phase from the digital marketing activities.
We also provided the product presentation optimization roadmap on ecommerce integrated with the full-funnel media strategy.
In the 3 months of the push and performance phases, ecommerce recorded:
The launch strategy focused on a strong initial investment to create the revenue uplift but most of the budget was spent in the push phase to maximize revenues.
The new normal for the ecommerce, after this launch phase, is 3 times higher in sessions and revenues than the initial scenario.