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Marketing Case Studies

POSTFLY / THE WADE ROD CO / PELICAN REELS / BADFISH

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Maciej Labinski

Campaign #1: Rad Dad Kit

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Increased net sales 67% over 2020 Rad Dad campaign while boosting engagement across email and social.

Objectives:

• Align marketing team via Project Brief
• Develop consistent messaging hierarchy and visual assets across web, email, organic/paid social, and SMS
• Test new email segments & send times to optimize open rates
• Re-merchandise homepage to promote crate and improve CVR

Contribution / Results:

• Conceptualized, produced, and deployed all creative content across email, SMS, web, and paid social.

Source: Shopify, Klaviyo, Google Analytics

For Comparison: previous specialty crates metrics with no involvement by Maciej:

Qty. Sold Rev.

Spring Weekender Crate 84 $8,696

Limited Edition HER Crate 113 $13,574

Campaign #1: Rad Dad Kit (cont’d)

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Asset examples by sales channel

MARKETING VIDEO FOR SOCIAL

SMS

Last Chance SMS Broadcast:

$2,400 / 40 conversions

HOMEPAGE UPDATE - (click for preview)

PHOTO (full gallery)

Campaign #2: Guide Series Takeover

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Drive upgrades & new sign ups by creating a unique Guide Series experience with ambassador Shyanne Orvis.

Custom Fly Packaging

Guide Series Takeover box mockup

Custom Tape

Objectives:

• Align marketing team via Project Brief.
• Design a custom look to re-energize a best-selling favorite box.
• Update ad creative with new Shyanne assets and FOMO messaging to drive upgrades before order cut-off.
• Segment high-intent existing subscribers likely to upgrade.

Contribution / Results:

• Generated 187 unique Guide Series purchases resulting in $12k+ first purchase order volume

* Comparison of 11 day period 6/4/21 - 6/15/21 vs 5/23/21 - 6/3/21

Source: Google Analytics (OTP’s & First Time Purchases)

Campaign #2: Guide Series Takeover (cont’d)

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Asset examples

PAID SOCIAL EXAMPLE

GRAPHIC DESIGN

Monthly insert completed by Jon Gugin

Campaign #3: Endless Summer Tournament

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Generate incremental revenue and create a fun experience outside of standard product offering to enhance CX

Custom Endless Summer Merch

Objectives:

• Align marketing team via Project Brief.
• Boost social engagement through virtual tournament format
• Spread brand awareness through sponsorship sharing & promotion across social
• Create a community event that is fun for our customers!

Contribution / Results:

• Designed custom tournament artwork for Capt. Bag products
• Created & implemented tournament landing page with all relevant rules & registration.
• Designed & implemented email campaign, including cross-sell flow for any new customers:
• Who will take home the cup? 🏆
• Check out these Endless Summer Tourney prizes 🤤
• 73 sign-ups since launch on 6/23 (ahead of 2020 pace)
• Conceptualized and implemented Tournament Prep Kit upsell to increase AOV

Source: Shopify

Campaign #4: Save The Season

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A Postfly-led, give-back campaign that raised funds & awareness for fishing guides affected by the pandemic.

STS Marketing Video

Objectives:

• Gofundme campaign to raise funds for fishing guides across the US
• Collaborate with major industry leaders
• Create brand buzz through social sharing of campaign

Contribution / Results:

• Designed custom landing page and video assets for savetheseason.org
• Campaign raised $20k+ in donations + merchandise matching
• 12 brand partners including Under Armor, Chums, Poncho, Xtratuf, Bubba, etc.
• Featured on FlyLords & Xtratuf social/blogs + 2 independent fly fishing films were made to support

Source: Shopify Credit: STS tarpon badge logo by Dylan Schmitz

Campaign #5: Badfish Products

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Series of mini-campaigns promoting Badfish, non-hero, “lifestyle” products to drive newness and create buzz.

Dock Sauce Feature - email drove $9k+ in sales (source: Klaviyo); Full gallery here.

Badfish Tools & Custom Packaging

DOCK SAUCE

BADFISH TOOLS

TOWELS

No F&@%! Bananas - Email and

Social Campaign