Lucky Shot USA is an ecommerce brand featuring patriotic-themed gifts, including bullet-style whiskey glasses and pint glasses. A large percentage of their customers purchase Lucky Shot products as a gift, and therefore, the majority of sales are seen during gift-giving seasons. ‍

Challenges

After a successful holiday season in 2019, Lucky Shot had two challenges: They wanted to introduce new products that customers would wish to purchase for themselves (thereby reducing their reliance on gift-giving seasons), but also did not want to weaken or complicate their brand image as the go-to store for patriotic gifts. Similarly, they feared that introducing new product lines might alienate many of their loyal customers. ‍

Strategy

We pitched the idea of launching an entirely new brand and online store geared toward a specific niche of customers that would be interested in a unique series of products. The products we would help them design would have an element of humor, and we believed that this would lead to customers purchasing more for themselves (as opposed to a gift) and we would see an increase in impulse-orders compared to what we typically saw for the traditional Lucky Shot product line.

Our team conducted primary and secondary research to learn more about the niche audience within our customer base that these new products would appeal to. We began by interviewing existing Lucky Shot customers, then leveraged market research partners to collect demographic, psychographic and behavioral data to develop a mix of buyer personas.

We aided the Lucky Shot team in selecting a brand name, store URL, logo, and designing the initial line of products that would be featured on the site. An entirely new storefront would be launched in just a few weeks, and we developed a cross-platform advertising strategy to launch the brand to the general public.

Results

The new brand was an immediate success and went viral within the niche community that we were targeting. After just one month and 15K in ad spend, the new Lucky Shot brand accumulated 120K in sales!