CASE STUDY
Shaper’s Woodworking Masterclass
THE CHALLENGE
Generate qualified, low-cost leads to a feed a long consideration sales pipeline.
Shaper’s core product, Origin was a $3K power tool purchase. It was fighting a brand perception within its target market as being overpriced and also at times lacking practical applications, leading to a long consideration sales cycle.
-Content production -Brand positioning -Paid media strategy
An Always-on Inbound Marketing Campaign
As VP of Marketing my role was designing the overall commercial strategy as well as producing the series and providing creative direction to our cinematographer.
After selecting a group of industry experts, my team produced over 15 hours of high quality, best-in-class woodworking courses. As an inbound campaign, each course was intentionally heavy on entertainment and education, and light on the product placement and hard selling. The result: a high engagement upper funnel campaign that worked as brand awareness and brand building with all of the markings of a true performance marketing campaign.
THE RESULTS
12 courses
70K subscribers
$5 CPL on $4K purchase
6X ROAS
Unpacking the campaign
New subscribers were segmented for specific onboarding campaigns, received invites to a live event series, and directly fed a cross-platform re-marketing campaign.
CRM Integration
Most long consideration purchases result in an anonymous, invisible segment in your CRM. By capturing leads early in their consideration, Shaper not only had a reason to bring leads back to its website with each new class launched, but could learn more about its potential users through CRM data whether or not they ultimately purchased.
From Anonymous to Known
To keep engagement high, classes were free to access, but required visitors to sign up or login to Shaper’s website. This kept the first party data with Shaper as opposed to another platform.
Free, But Gated
Once the campaign showed proved results, we were able to model an ongoing CPL which would keep our campaign in the black.
Paid Media
Let’s talk
Tell us more about your company or campaign and we’ll get back to you as soon as possible. Prefer to send an email? Drop us a line at hello@aworkingorder.com