Extending Hair (And Sales!)
Past Black Friday

The Client

Kinky Curly Yaki is an online store that sells natural hair extensions for black women, by black women. In November 2018, Founder Vivian Kaye was turning 40, and she wanted to have a big, fun blowout sale to celebrate her birthday–which was just two days after Cyber Monday. 

To break through, we created a “40 for 40” campaign: a 1-hour flash sale where everything in the store would be 40% off in honor of her birthday. It was the deepest sale of the year, and in that single hour, we generated $25,000 in sales.  And that $25,000? It came from only 134 customers.

Want to know how we did it? Check out below.

$25,000+

Revenue

1 Hour

Sale Length

134

Orders

Step 1: The Right Audience, The Right Time

The most important part of this campaign was finding a time where we’d reach her best customers. Going through her campaign analytics, we realized that a majority of her customers bought midday, somewhat surprising for most brands and companies we work with.

We decided the sale should happen at 3pm, which was right around when her best customers would be the most engaged, but late enough in the day so that we could send priming emails to them starting in the morning.

Step 2: Building the Landing Page

Kinky Curly Yaki is very much the voice of it’s founder, and we had spent lots of time over the months making sure every email sounded like it was coming directly from her. So when we announced that this sale was for her 40th birthday, we needed the landing page, and the emails, to be just as fun and vibrant as she is, and to have a higher level of functionality than other sales pages.

We created a countdown page which listed the details of the giveaway, and told anyone who visited to come back at 3pm. If someone opened one of our early morning emails, they could just refresh the same link at 3pm it would switch over to the actual sale, similar to how a concert ticketing page works.

You can see the finished landing page here to the left.

And speaking of early morning emails…

Step 3: Creating Anticipation

To generate interest and make sure her audience would be ready for the sale, we had a series of emails created to notify them of the sale the day of, as well as multiple Facebook messenger alerts.

We sent an email at 7am to catch the early birds, another at 2pm giving everyone a 1-hour warning, and a launch email at 3pm. We also sent Facebook messages at 2pm and 3pm to let them know that this was going to be a massive sale (even bigger than what we did for black friday) and they only had 60 minutes to get in on it.

Bonus: How Could YOU Duplicate this Sale?

This type of sale typically requires a few things to work well. We find that it works best with:

  1. Businesses that sell higher-priced items. If you have a premium product, or one that people only have to (or can afford to) buy a few times a year, you’re much more likely to benefit from a 1-hour, deep-discount flash sale.
  2. Your best offer of the year. It seems self-explanatory, but so many businesses attempt to do a one-hour sale with a discount of 25%, and then are surprised when people don’t leap at the chance to buy. If you’re only giving people a 60 minute window, you need to give them a VERY good reason to participate. Typically that means at least 40-50% off.
  3. A business has a distinct personality. Don’t underestimate the power of having a personality that your customers really enjoy hearing from. While people obviously wanted this 40% off sale, the fact that it was in honor of the founder’s birthday–someone they enjoyed hearing from–made people that much more eager to buy and support her.

Does that seem like a lot of work? Well, you could always just hire us to help create it for you 🙂

 

If you want to talk about what we might be able to achieve for your business, get in touch below.

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