Huckberry Junior Growth Associate Project // June 2nd


Who I follow for Inspiration

Marketing

  • Peak Design is the brand that inspires me most. As the most successfully crowdfunded company in the world, it’s clear they know how to hype, launch and develop a campaign. I bought my backpack after seeing a Facebook ad that drove me to watch their 5 minute, mind-blowing Kickstarter video. It did a great job highlighting the backpack's many features. Their customers love them for their top notch products, and they do a great job reflecting that across web and social.
  • Chicago Music Exchange is one of the top music stores in the nation. They’ve done a great job transferring the incredible experience of their brick & mortar store to the web. Their team of musicians and gear experts have built a passionate community through high quality content that is created in-house. They use many clever marketing tactics, but one of my favorites is their continual giveaways, where they promote a different piece of music gear each month. It builds community, interest and promotes new featured products.
  • Red Bull sells sugar water but remains one of fastest growing, most inspiring brands in the world. Through working at Red Bull, I learned how the brand prioritizes inspiration and experience in everything. They create new events for average people to participate in, and attach themselves to young, up and coming athletes.
    • I’ve also experienced Red Bull from a unique outside perspective. Last year, my photograph was selected for the Red Bull Illume photography exhibition. Red Bull flew 50 photographers from around the world to unite us in our passion for photography, action and adventure. It was one of the most memorable experiences of my life, and could only be made possible by Red Bull. I was inspired by how Red Bull engaged and activated such a passionate community around their brand. I met some of the best action photographers in the world, who all stated their massive respect and appreciation for the brand.

Lifestyle

  • Casey Niestat has taken the internet by storm growing his youtube subscribers to 7M in a matter of 2 years. I admire his positive attitude, work ethic, and his genuine collaborations with brands. His ad work with Samsung is particularly interesting to me because it's directly in line with his personal values.
  • Gary Vee gets me jacked up. And while I don’t subscribe to everything he says, I do enjoy his inspirational posts & videos. I’m a big fan of his ability to pump out quality content on a daily basis to his huge audience and beyond. I also enjoy watching his team go to work behind the scenes, so I follow David Rock & TeamGaryVee on Instagram. Transparency and consistency are 2 factors that make Gary Vee successful.
  • I read The Hustle’s daily email to keep up to date with the world of tech and entrepreneurship. I’ve been able to volunteer at events & get to know the team quite a bit too. I admire their ability to grow a quality email list through engaging events that people care about, and build a killer ambassador program (which I’ve been a part of for over a year).

COmpanies with best in class advertising  

  • Chubbies is a brand that knows exactly how to market to their target customer. Their “weekender” email is hilarious and loved by hundreds of thousands. They create humorous organic content that’s shared on a massive scale. Their Instagram posts of couples wearing matching chubbies suits was a genius campaign to promote their new ladies line.

  • Dollar Shave Club. Who hasn't seen their original promo video? Or heard about their 1 Billion Dollar acquisition? It’s a fairly basic Direct to Consumer model that people understand and see value in. They’re a top advertiser because they’ve maintained consistent messaging that leverages their simple subscription process.

  • Squarespace is able to advertise extremely well to a broad audience. It’s tough because they have a product that can be used by drastically different people (students, bands, businesses etc). They do a great job of developing ads for each unique user that land customers on high quality landing pages tailored to their interest. Here are some examples:

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  • Peel is a phone case brand you’ve probably seen advertised online. They time sales and promotion around new phone launches and do so through simple, elegant branding. I enjoy their ad’s clean look and simple messaging (see below). Peel was built by the people at Need/Want, an agency that owns a few brands. They run Minimums a publication detailing The most interesting possessions of the world’s most interesting people and use the outlet to advertise their many brands. I love how all of their efforts intertwine.

What makes a successful advertising campaign?

A positive return on investment or a cost per acquisition that leads to being profitable are both obvious indicators of success. Beyond that, I always look to build brand awareness and capture quality customers.

Take the 3D printed jewelry company I’ve been building on the side (AMOwaves). At the end of 2016 we did a soft launch. It was a 2 week selling period timed around Christmas. Our main “campaign” was a product launch video that was posted to Facebook. We shared it via our personal networks and had select friends that had a personal connection with our brand also share. The priority was to drive sales, but it did a hell of a job building brand awareness and growing our audience. Through 113 shares, it reached 28K people and we didn’t spend a dollar on paid promotion. It drove $7,000 in revenue, a huge win for an idea that was developed just months earlier.

3 ideas to aquire emails from Apartment THERAPY

Apartment Therapy has a readership of 76% women, so I tailored my 3 ideas with that in mind.

1. Collaborative Giveaway

Huckberry provides 2-3 home good items to giveaway in collaboration with Apartment Therapy. Each partner would have a giveaway page/link to push on their own platform (web & social). A giveaway platform would be used to incentivize sharing and increase followers across social (I’ve had luck with Gleam). I used this tactic in my last role to collect 22K emails and add 11K social followers across social. See more here.

2.“Crafting the perfect Couple’s Cabin” sponsored post

Huckberry creates sponsored “Couple's Cabin” piece to be posted on Apartment Therapy, featuring home goods products for men & women sold on Huckberry with direct links. Content could be created around the items themselves. Discount offered to Apartment Therapy readers to incentivize purchase. This is similar to Command Hooks sponsored post on Apartment Therapy.

3The Holidays with Huckberry “Best holiday gifts for your Man”

Another sponsored post detailing a number of home gifts that a woman can buy for her man around the holiday season. Direct links to products, individual items or sign up discount offered.

Facebook ad example

I’d try Facebook’s new collection ad unit with the goal to optimize mobile purchases. It showcases individual products and will ideally have higher conversion rates because the user is brought directly to the specific product page on the Huckberry mobile site.

Below is a mockup of the ad I made in Photoshop. I actually shot the image myself.

audience

I’d experiment with 3 audiences

  • 1% Lookalike based on top Myles Purchasers *if this audience is less than 1,000 people, then we can just build an audience on anyone who’s purchased Myles apparel in the last year.

  • Keyword: I’d also like to test a keyword list composed of other men’s athleisure brands i.e. Lululemon, Alphalete, etc.

  • Custom Audience: Website Visitors in the last 30 days *if you have a pixel implemented on Myles apparel pages

If possible, we would use Facebook audience insights to get a better idea of the following targeting elements (age, gender, location). By looking at the audience insights of a custom list of Myles purchasers on Huckberry, we could get a better idea who our current buyer is.

  • Age: 24 - 44 
  • Gender: Dependent upon season. If it’s around a holiday where women might be buying for men, we’d target men and women. For the summer, I’d target only men. 
  • Location: USA

Budget

We’ll want to consider product price, cost per acquisition and revenue when deciding budget. We’ll also want to ensure that each test audience spends enough to make a decision, while not wasting money.


To start, we can look at CPA on our other growth channels. This will give us a baseline as to what we can spend on a purchase and still be sufficiently profitable. From there I’d determine how much to allocate to each test audience, let the ad run while observing it, then decide if it worth it based on CPA of each test.

Bid Type

Optimize on Link Clicks (CPC for people clicking on the ad to view a product) because we can be confident that this event will happen many times per day and that someone clicking on an ad shows some level of intent to purchase. We could also try optimizing on the conversion (purchase) after proving that certain audiences /  targeting works. This may be a trickier event to optimize on depending on how frequently a purchase is made.

Measuring Results

We'll monitor results daily until we meet our decision-making thresholds (i.e. spend enough on an audience to make a decision). At the end of the week, we'll also report on the campaign's overall performance to compare the Facebook ads to our other growth channels and see how they stack up in terms of CPA. We’ll track our most important metrics: Spend, Link Clicks, CTR, Purchases, Cost per Purchase, Revenue

Our tests may or may not work, but it’s important to be able to make a clear decision at the end of the test. To be successful we should test to a point where we’re able to learn something and make a decision (e.i enough impressions, clicks, engagement).

AFFILIATE brain teaser

I’d prioritize affiliate B. Here’s why:

Each affiliate is driving the same amount of revenue so we need to resort to other factors to evaluate.

  • A higher conversion rate indicates a higher quality group of customers, favoring affiliate B. It’s more deserving of our effort. 
  • Affiliate B also brings in more customers which is better in the long run. While average order value is important, we’ll get long term value out of landing more customers as it’s far easier (and less expensive) to resell/up-sell to a current customer vs. acquire a new one.
Affiliate A

New emails per year: 25,000
Conversion Rate (emails into customers): 1%
Average Order Value: $120
250 customers
30,000 revenue

Affiliate B

New emails per year: 20,000
Conversion Rate (emails into customers): 1.5%
Average Order Value: $100
300 customers
30,000 revenue