13,194%
11x
25%
A LITTLE BACKGROUND
Mystery Shirt in a Box does exactly what it says on the tin - premium football shirts, delivered at random.
Rory came to us in October 2021 when the brand was in its infancy and revenue was almost non-existent. Fast forward a year and we’re helping the brand surpass 6-figure months, with a combination of acquisition campaigns through Facebook and TikTok, retargeting campaigns, expert creative strategy, and customer retention with email marketing.
THEIR RESULTS
With our help, Mystery Shirt in a Box achieved a blended ROAS of over 11, and an NC-ROAS of almost 10. These figures are almost unheard of in the e-commerce landscape. What’s more impressive is that Facebook saw an in-platform attributed ROAS of 3.71, which is also unheard of since iOS-14 rolled out in May 2021.
Mystery Shirt in a Box had never before leveraged Email Marketing. Now, they are consistently getting over 25% of their revenue from the service. In March, Shirt in a Box was making £82,242 in revenue, with no revenue coming from emails. From March to November 2022 they went from 0% of revenue from emails to 36%. In November, Shirt in a Box achieved £410,141 in revenue with £147,954 coming from Emails alone. Throughout the months of July to November, Shirt in a Box made no less than £74,785 per month on Email Marketing alone.
EXTRA SAUCE
Extra sauce:
£5K to £2.6M strategy breakdown - here’s how we did it.
- Content systemisation
We took a step back and dove deep into content, as let’s be honest, this forms the foundation of almost all strategies. No systemisation = no scale (or not as fast at least).
When we saw a winner we doubled down on it. Iterating and optimising to make the perfect piece of content. We iterated with:
- Different hooks
- Different creators
- Different environments
Creating content in a systematic way makes it easy for you to iterate and adapt on winners and then ditch and losers.
This has brought stability and scale fast across all major platforms.
- TikTok Organic
Within the first 3-4 months we went hard on TikTok. I’m sure you already know, but TikTok is amazing at finding the right audience for your product so it would be a misstep not to use it.
By making videoes that are sharable, stir controversy, and get people talking in the comments maximised the chances of it going viral. Whenever a video went viral we saw a huge lift in sales.
- Region diversification and localisation
We started in the UK, which is a perfect fit for this brand as football is interwoven in the roots of British culture. With the success we saw in the UK, we then optimised content and targeting for different countries and regions to tap into previously untapped, unsaturated markets.
The trick is to leverage creators local to the country/region you want to target. People trust people that they can relate to and those who share experiences authentic to their own (like speaking the same language, living in the same city, as well as understanding and catering to cultural nuances). It’s a no-brainer.
- Focus on community
Content is king, but so is customer service, it’s super important top to keep on top of. Improving feedback and reviews will ultimately help your conversion rate.
- Retention marketing and subscriptions
We then convinced Rory to sign up to email marketing with us to help retain all these new customers that had been acquired. After all, what’s the use of spending money to acquire customers without a clear system in place to retain them?
Using Email and SMS marketing to increase repeat customer rates and LTV.
We then introduced a subscription service in the middle of the year to gain some consistent, predictable revenue coming in.
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