The Power of Exclusivity

We knew we had to find the right brand voice to excite Retrokid’s fans and hype them up for each new product.

Once we had their attention, we kept them engaged with nostalgic content that provoked memories of childhood and reminded them what it felt like to be a kid.

We then generated an element of exclusivity and scarcity by making each product launch a full event.

A pop up on the website encouraged shoppers to sign up for exclusive access. After signing up, customers received a link to a secret store where only those “in the know” could access the newest designs once they launched.

The pop up generated a form submit rate of 10.3% and our client had a list of ravenous customers waiting – with their wallets at the ready.

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Feeding the FOMO

Once customers had indicated their interest in the newest product drop, we had to keep them engaged and excited until the big event.

After signing up, customers received a text-only email from a flow that included a link to the secret store. The email was sent personally from one of the founders of Retrokid to lend an air of authority.

The email also served to remind customers that their secret store access was exclusive, that that collection would only be available for four days, and that the designs wouldn’t be reprinted or offered again. Talk about FOMO!

And it worked. The flow brought in $23,900, with an open rate of 82% and a show-stopping click rate of 37%.

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Replicate the Results

Prior to the launch, customers needed few reminders. After all, 24% of Retrokid’s entire email list subscribed to the first event!

At the time of launch, we sent out a campaign to event subscribers letting them know the secret store was open. These customers had been waiting and were filled with FOMO - no one wanted to miss this event.

And the numbers don’t lie - The first product launch campaign we sent generated $35k in revenue (nearly as much as the entire store made in one month before they started working with us). The next launch brought in $25k, and the third launch campaign made $50k.

When we look at the latest launch as a whole, the event brought in $86,860 in email revenue in just 7 days. There’s some bang for your buck.

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