18.21 Man Made is...
Not actually alcohol. They offer a range of premium grooming products in the spirt of the speakeasy. They are built on Shopify and drive traffic mostly through word-of-mouth.Visit their Instagram, @1821manmade
With an eye-catching product that plays naturally into a word-of-mouth strategy, it was imperative that 18.21 made it extremely easy for their site visitors to purchase & share. However, there was no easy way to:
Turn Customers Into Followers
Besides showing recent Instagram posts and a link on their website, there was no way to connect a site visitor with social media.
Convert First Time Visitors
They wanted to do more than offer a newsletter popup, but weren't ready to start running retargeting ads.
Build Authentic Advocates
Word-of-mouth is the name of the game for 18.21, yet they had no idea which customers were highly social.
In their first 2 months using Gatsby, 18.21 spent less than an hour, and found:
13% Social Rate
About 13% of customers who chose to click on their Gatsby button connected their social profiles, and 87% that selected Instagram, completed the follow of @1821manmade.
Of the site visitors who used their Gatsby campaign, 63% purchased 18.21 products right away. This cohort represented 33% of all transactions during that time period.
100's of New Advocates
Not only did 47% of their shoppers that used Gatsby share on Twitter or Facebook, but they are building a database of their social customers with email, photo & audience size.
"Tag your best looks #1821ManMade"
Using the customizable emails, 18.21 Man Made is building their hashtag campaign with Gatsby.
In their confirmation email that every user receives, they will mention their new #1821ManMade campaign where every photo tag has a chance to be featured on their main Instagram page.
Starting this week, the team is setting automated intros with a threshold of 2,000 Instagram followers. Their social media lead will be using the automated intro to personally engage their most social customers, and streamline efforts sourcing authentic micro-influencers.