Storeis
Go-to-market strategy: a full-funnel approach
A global brand serving the flexible media support market for photography and smartphoneography, JOBY offers a wide range of digital content creation products (grips, lights, microphones and tripods) and is part of Vitec Group’s Imaging Solution division. Due to the exponential growth of video content for YouTube, Instagram, TikTok and Twitch, a demand for user-friendly vlogging devices has emerged, where JOBY has established itself as a manufacturer of GripTight accessories and products for mobile devices and action cams, dedicated to content creators.
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ClientJOBY
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IndustryConsumer Electronics
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Areas of ExpertiseDigital Marketing, Digital Intelligence, Online Advertising
1. Goals
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:
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capitalize on the product launch with significant volumes of traffic to the site
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maximize sales on the official channel during the period of sale exclusivity
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increase the Average Order Value (AOV) of ecommerce sales
2. Approach
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:
- AS IS Study: identification of soft KPIs, mapping of actual values before launch and forecast of expected results
- Teasing: lead generation to increase product launch hype
- Launch: narrow time window with very high media pressure
- Push: visibility push on all available channels with maximum optimization campaign and a target refinement approach
- Performance: final push phase on the top performing touchpoints for sales, before the end of product exclusivity on the official ecommerce channel
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.
3. Key Wins
In the 3 months of the push and performance phases, ecommerce recorded:
- 2x volumes of sessions (maintaining the same quality of interactions to the site)
- 5x volumes of revenues: doubled the percentage of add-to-cart and conversions
- The AOV (Average Order Value) recorded a 50% increase confirming the effectiveness of the marketing activities to support the increase in average order value
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.
