Dot and Key: A Birthday For The Ages!
126% revenue target achieved | 15.90% sales from link in bio
126% revenue target achieved | 15.90% sales from link in bio
The Context:
The skincare category is dominated by Goliaths like HUL, P&G. To gain market share, smaller players like D&K are constantly trying to undercut their competitors. While this works for short-term revenue impact, it doesn’t build brand equity.
The Challenge:
To build revenue and brand equity.
The Idea:
A branded property - The Big Birthday Blowout Sale. Every year BBB would offer the biggest discounts and the best freebies. Since it comes around only once a year, people have to make the most of it. An event like this would not only impact revenues but also, establishing it as a recurring event would also make the event and the brand memorable.
Social Media Content:
Firstly, we focused on building hype. Through memes, we made the sale seem larger than life. We announced the launch of new products. We even told people NOT to shop because we have the best offers coming up for them. This made the offers seem too good to lose out on.
Once the sale launched, we used IG to facilitate the shopping experience for loyalists and newbies. Content revolved around hero products, best sellers, and popular skincare regimes which helped buyers navigate through the brand's inventory.
Besides this, we focused on D&K’s journey as a brand (from a team of 2 to 50) their core values – self-care over skincare, sustainability, and cruelty-free testing.
Influencer Collaborations:
To promote this upbeat activity, Sakshi Sindhwani was chosen as a brand ambassador to convey the excitement around the sale. Along with her, several influencers created a “Happy Birthday Dot & Key Reel” where they promoted a best-selling product kit to increase AOV.
The Afterparty:
When our audience thought it was all over, we announced an extra day of the sale for them to make the most of the biggest discounts they could get!
The Results:
2x increase in follower growth rate
Reach: 2,644,300
Website Clicks: 31, 656
Profile Visits: 14102
Impressions: 3,11,09,100
The Bottom Line:
126% Revenue Target Achieved
Sales from link in bio: 12 Lakhs (15.90%)