TURNING POP CULTURE TRENDS INTO HIT CAMPAIGNS
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1 TURNING POP CULTURE TRENDS INTO HIT CAMPAIGNS ANALYZING A SUCCESS STORY: NEVERTHELESS, SHE PERSISTED JUNE 14, 2017 Pro
2 THE POWER OF TRENDS Following trends can pay off big time for sellers. How? You can think about trend-based campaigns like you would a viral video short lifespans, massive impacts. In the following pages, we ll analyze a highly successful campaign theme from 2017 and show how to replicate these results. WHAT S INSIDE? How to spot trends... Maximize your results... Trend success story: Nevertheless... Nevertheless stats and graphs... The makings of a trend... Trends on the horizon
3 HOW TO SPOT TRENDS In every industry, from fashion to food, trend predictions determine new product development. You can think about your TeeChip Pro campaigns in the same manner especially when designing for rising trends. So how do you find the perfect trend? Well for starters, keeping up with pop culture is always smart. For a more targeted approach, we recommend you check out these 8 resources. Twitter Trending Find the top 10 trending Twitter hashtags and topics right on your Twitter sidebar Reddit Discover all the rising trends before they make it to larger publication outlets Google Trends A more scientific analysis of trending news, video, and most searched queries BuzzFeed Great insight into pop culture trends, especially for the under-30 crowd National Retail Fed. Massive collection of tools for retail success, including insight on holidays & trends Facebook Trending See all the popular and recently trending topics right on your Facebook sidebar BuzzSumo Discover and filter trending content across 5 major social media platforms KnowYourMeme.com Find viral memes to incorporate into your viral campaigns 3
4 MAXIMIZE YOUR RESULTS Anyone can spot a trend. Getting your campaign to go viral now that s tricky part. However, the effort is truly worth it. Out of the top 10 highest-earning TeeChip campaigns last year, half came from pop culture trends. So what can you do to maximize your results? We ve put together 3 tips for making the most of your trend-based campaign. 1. Don t sleep on it The mega-successful campaign theme, Nevertheless, She Persisted, originated from a quote made on Feb. 8th. Just 5 days later, sales on these campaigns reached peak sales. Moral: If you find an opportunity, act fast. 2. Combine trends The recent, Nevertheless trend was also a perfect combination of events: the prior Women s March and a buzzworthy quote. You can also artificially combine trends yourself, for example: Harambe Halloween. 3. Feature black 73% of the top 100 campaigns last year had black as the default product color. Why is this? It s possible that images on a black background are just more eye-catching. Another possibility is that buyers prefer black apparel to other options. Whatever the case, black is clearly a solid choice. 4
5 SUCCESS OCCURS WHEN PREPARATION MEETS OPPORTUNITY -ZIG ZIGLAR
6 Case study: Nevertheless, She Persisted TREND SUCCESS STORY Nevertheless, She Persisted Last February, a trending campaign theme blew the competition out of the water, selling almost twice as much as the past top-selling campaign. It all started with one quote, Nevertheless, she persisted. The quote was originally a critique of Senator Elizabeth Warren, but was quickly reclaimed as an empowering slogan for liberals and feminists alike. Merch with the phrase emblazoned across shirts and various products became an overnight success. In the chart below, you can see just how quickly this trend s online popularity peaked (#ShePersisted), followed by Nevertheless merchandise sales on TeeChip peaking just 3 days later, on February % Online popularity of #ShePersisted vs Nevertheless TeeChip sales 50% Feb 7 Feb 9 Feb 11 Feb 13 Feb 15 Feb 17 Feb 19 #ShePersisted interest over time (Google Trends) Nevertheless sales on TeeChip 6
7 Case study: Nevertheless, She Persisted NEVERTHELESS BY THE NUMBERS #1 top-grossing campaign theme in the past year 4th highest conversion rates for a campaign theme in the past year 31% of buyers were age % of sales occurred in the first 10 days 87% of sales were from women 91% of sales came from a Facebook link 7
8 Case study: Nevertheless, She Persisted A CLOSER LOOK Age Distribution of Buyers 30% 20% was the largest group of buyers, making up 31% percent of all sessions. This is a dramatic increase for the age group, which usually accounts for an average of only 15% of sessions. 10% What this means for you: Closely monitor your ads daily to determine which age group is responding best and adjust accordingly. With viral campaigns, just a slight adjustment can mean thousands of dollars in extra profit. Source of Referral Facebook dominates the source of referral for Nevertheless campaigns. It s important to note the huge, 33% lead that Facebook mobile has on Facebook desktop. What this means for you: Historically, TeeChip purchases via mobile outrank desktop sales significantly. Therefore, it s critical that you optimize your Facebook ads for mobile first and then optimize your ads for desktop. Facebook mobile Facebook desktop Direct link Other 8
9 Case study: Nevertheless, She Persisted THE MAKINGS OF A TREND Every trend has a life some start rapidly and fade out while others follow a cycle. Sometimes, the perfect chain of events leads to a mega-trend, as with #ShePersisted. As you ll see below, trends can grow extremely fast, so it s crucial to act quickly and scale up. JAN 21 Women s March on Washington Roughly 500,000 people protest across the US in response to President Trump s inauguration FEB 7 Sen. Elizabeth Warren is Silenced Mitch McConnell, She was warned. She was given an explanation. Nevertheless, she persisted. FEB 8 #ShePersisted The hashtag #ShePersisted reaches an all-time high across social media platforms FEB 12 Nevertheless, She Persisted Campaigns daily sales peak at around 15,000 units 9
10 TRENDS ON THE HORIZON Now that you ve read the story, we hope that you can have your very own Nevertheless moment! To help start you off, here are a few events, holidays, and current trends that may be worth your time. Events June 1: US exits Paris Climate Agreement June-September: LGBTQ Pride Events June 20: First day of summer July-August: Back-to-school Holidays June 18: Father s Day July 4: Independence Day Sep 10: Grandparent s Day Oct 31: Halloween Meme Trends Expanding brain This is future liberals want Trump s first order of business Cash me ousside Roll safe Fashion Trends Slogan tees Bold stripes Graphics tees 10
11 Get Trending! Ready to ride the trend wave? TeeChip Pro offers super high profit margins and a completely branded shop experience, so you can rest assured your viral campaign will achieve its full potential. Visit pro.teechip.com to get started on your next trending campaign today! Pro
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