Unlocking the secrets of successful Direct-to-Consumer businesses
Newsletter #19 - 4 tips to maximise the performance of your Ads, while reducing their carbon footprint
May 11, 2023
In 2022, the influencer marketing market was valued at $27.51 billion.
Behind these numbers, the findings are shocking: the video content of an influencer followed by more than 3 million people on YouTube, TikTok, and Instagram generates 1,072 tons of CO2e per year.
This equals 481 round trips between Paris and New York (9 flights per week 🤯).
However, there are simple methods to reduce the carbon footprint of your videos while maximising their performance 🚀
In this newsletter, I will reveal 4 actionable tips from the agency Footsprint to generate more responsible advertising campaigns 🌱
1. Master the length of your videos ✂️
The longer a video is, the more energy it consumes.
To reduce the carbon footprint of your videos while boosting their effectiveness, I recommend prioritising short formats.
To help you, here are the most performant formats according to the platforms, as observed by Footsprint:
- TikTok: 16 to 20 seconds
- Instagram: 5 to 10 seconds
- YouTube: 10 and 15 minutes.
By adapting the length of your videos, you can improve their performance and reduce their environmental impact.
2. Reduce their resolution 🌐
Reducing the resolution of your videos effectively decreases the amount of data stored and transferred, and thus their impact on servers and networks!
A video posted in 480p will generate 80% less emissions than in 1080p (84kg of CO2e
versus 498kg of CO2e)!
And even if it is posted in 720p, its impact is still halved.
Yes, but 1080p resolution is the standard...
On desktop, maybe, but it's different on mobile.
As Steve Jobs said: The magic number is about 300 pixels per inch (118 pixels per cm)... That's the limit of the human retina to differentiate pixels when you hold something about 25 cm from your eyes.
On TikTok, where content is mainly consumed on mobile, a resolution of 720p or 480p is therefore enough, without any substantial loss of quality.
3. Prioritize Wi-Fi connection 📶
Watching content on cellular data consumes an average of 7 times more energy than on Wi-Fi!
At the same time, in terms of impressions, videos viewed on a Wi-Fi network would generate better performance than on cellular data.
Of course, Wi-Fi users are usually in a place (or at a time) where they are more focused and therefore more receptive to consuming content.
Footsprint has also observed that on TikTok, the cost per click of an advertisement broadcasted on Wi-Fi is on average 25% cheaper, with a 16% higher engagement rate 🔥
Good news: Meta allows you to target only audiences on Wi-Fi.
✅ How to implement these best practices in your campaigns?
Committing to responsible digital practices is an excellent way to strengthen your brand image and credibility with consumers increasingly sensitive to the ecological transition. You can see all of Footsprint's best practices just here ⤵️
I'm going digitally responsible!
4. Recycle your content to maximise its lifespan ♻️
Your content is popular? Reuse it!
In addition to reducing your production costs, you maximise the visibility and memorisation
of your ads, while minimising emissions related to wasted impressions.
You can, for example:
- Cut your "long" videos into several shorter creatives for your ads.
- Compile several excerpts from performant videos to create an original video, to which you can absolutely add your brand codes (logo, etc.) like Poiscaille.
- Incorporate them into your marketing emails or post-purchase emails like Unbottled ⬇️
- Integrate them into your website or product pages to increase your social proof like Glossier.
💌 Are you interested in Unbottled's emails?
Unbottled personalises its follow-up emails thanks to the Bigblue application and thus offers its customers an incredible experience to generate complementary sales!
I want amazing emails!
I hope you enjoyed this newsletter and feel motivated to contribute to more responsible marketing!
See you soon,
E-commerce Expert @ Bigblue
Newsletter #18 - Unveiling Unbottled's Recipe for Crafting the Perfect Follow-Up Email
May 3, 2023
Every year, over 10,000 e-commerce sites are created.
In addition to increasing competition, this growth causes acquisition costs to skyrocket.
The challenge for brands is creating strong bonds with their customers to maximise their retention rate.
With an average open rate of 70%, follow-up emails are powerful tools to increase the lifetime value of your customers ❤️
In this newsletter, I will review Unbottled's email and show you how to create the perfect follow-up email in 8 steps 🚀
1. Personalise your follow-up email 🎨
Your brand experience doesn't end at checkout!
To make your customers identify you at a glance, create a consistent experience with your e-commerce.
To do this:
- add your logo,
- your brand colours,
- a cover image.
PS: Don't forget that the tone of your email should be consistent with your brand!
2. Ask for feedback on delivery 🚚
35% of customers who have had a negative delivery experience will not place any more orders.
Like Unbottled, encourage your customers to give feedback on delivery!
Use their responses to improve your shipping process or strengthen your credibility by showing positive reviews on your e-commerce 💡
💙 Bigblue Tips
Thanks to Bigblue's integrations with Klaviyo, Gorgias and Zendesk, build your flows based on your logistics data! Schedule your emails according to the order status, segment your email lists according to your customer's satisfaction, and increase your repurchase rate 💸
Discover More About Bigblue Integrations 🌐💡
3. Communicate order details 📦
Make your customers' lives easier by reminding them what they ordered.
Display the order number, product name, and quantity to avoid any frustration.
For even more transparency, you can also add the estimated delivery date.
4. Show carrier information 📬
A customer checks their order tracking an average of 4 times.
Include the carrier name, tracking number, and a link so your customers can easily track their order and improve their experience.
💙 Bigblue Tips
With Bigblue, Unbottled's emails are sent as soon as carriers update the status to offer their customers a smooth experience.
5. Use them to increase your repeat rate 📈
Follow-up emails have a significantly higher open rate than traditional marketing emails.
Take advantage of this visibility to encourage complementary sales ♻️
For example, you can add a discount coupon or a referral link 🎟
💙 Bigblue tips
The Bigblue app allows you to add infinitely customisable marketing banners! Send promotional offers, add peace of mind banner, or highlight your news ✨
6. Add links to your social networks 🌐
After marketing emails, social media is the second most effective channel for customer retention.
Add links to your different networks at the end of the email to have all the opportunities to convert your customers into subscribers.
7. Remove friction by connecting your Customer Service 🤝
61% of consumers will turn to a competitor if their experience with a brand's customer service is disappointing.
Minimise friction by allowing customers to contact you more easily and directly from their follow-up email.
To do this, add links to:
- your returns policy (or directly to your portal),
- your FAQ,
💙 Bigblue tips
Like CAVAL, use Bigblue's return portal to offer your customers an ultra-smooth return process.
8. Use Bigblue 💙
Like Unbottled, by using Bigblue, you will automatically get all these advantages.
Adopt Bigblue to offer an optimal experience to your customers and optimise their lifetime value 🚀
I hope you enjoyed this newsletter!
See you soon,
E-commerce Expert @ Bigblue
PS: Did you love this content? Subscribe to the newsletter 🤗
E-commerce trends & models
Newsletter #17 - 5 strategies to collect quickly thousands of UGCs
April 6, 2023
As you may know, user-generated content (UGC) is an invaluable tool to earn consumer trust, strengthen brand awareness, and increase sales.
For it to work, you need a substantial amount of UGC.
In this newsletter, we will share five brand strategies that can help you collect thousands of user-generated content fast!
💌 Just ask :)
68% of customers will leave a review about their order if asked.
Unbottled offers a 20% discount voucher for each review posted. They've generated more than 1000 customer reviews ⭐️ on its best-selling product pages.
This tactic helps collect authentic reviews and builds customer loyalty while generating additional sales.
To collect as many reviews as possible, follow these recommendations:
⏱ Be fast and reach out to the customer while their experience is still fresh;
🤖 Avoid the "bot effect" by opting for a personalized email signed by a human;
❤️ Create an emotional connection or sense of belonging and leverage your brand values.
💙 Bigblue Tips
Like CAVAL, From Future, or Cabaïa, use the Bigblue tracking page to collect customer reviews.
Offer an exceptional tracking experience →
🐱 Save Kittens like Cabaïa
Everyone loves cute animals and honourable causes. Cabaïa bets on collecting user-generated content and boosting engagement with the #MartyChallenge 💥
For each photo customers post with Cabaïa products and their four-legged friends, the brand pledges to donate €1 to the animal protection association.
With this clever technique, Cabaïa has donated €115,000, and their hashtag has nearly 10,000 posts on Instagram.
The brand creates an inventory of ultra-engaging photos ready to be published on its Instagram account.
📸 Transform Your Customers into Paparazzi like Balzac
Balzac has discovered a foolproof technique for collecting UGC.
Every month, the brand offers €150 in-store credit in exchange for photos of their products spotted on the street 😳
You don't need to be a customer or stage yourself to participate. You only need a good eye and remember to tag the account @vousenbalzacparis!
Thanks to this clever strategy, the brand has collected over 2,500 publications, and its secondary account has exceeded 20,000 followers.
🏋️ Become Their Best Ally like Gymshark
Gymshark, a sportswear brand, helps members of its community change their lives in 66 days through its Gymshark66 challenge.
The principle is simple: participants must provide three goals they hope to achieve in three months and share at least one photo with the #Gymshark66 at the start and end of the challenge.
Members have access to workouts, unlock unique discounts, are invited to private events, and can try to win exclusive prizes.
Their hashtag has been mentioned over 800,000 times on Instagram, and the brand has more than 4.5 million followers on TikTok.
🚨 Breaking News: An influencer (or brand) followed by over 3 million subscribers generates the equivalent of 481 round trips between Paris and New York in one year.
This is the finding revealed by the agencies Footsprint and 1000heads in a study on the environmental impact of content published by influencers on Youtube, Instagram, and TikTok. If you are interested in the subject, I am sharing the link to download the full study and discover their tips to reduce this impact as a brand and user.
📣 Reward Them like Si Si La Paillette
Last July, the brand launched its ambassador program to engage its community in a fun and effective way ✨
For each mission completed, such as posting a story, following the brand on social media, and leaving a review or comment, program members accumulate points that can be redeemed for rewards.
Si Si La Paillette has nearly 10,000 followers on TikTok, 80,000 followers on Instagram, and has received several thousand mentions, comments, and reviews.
🤜🤛 Bigblue Friends
Si Si La Paillette uses Wiink to manage its ambassador program! If you like the concept, feel free to write to Joseph, the co-founder, on my behalf 🙋🏼♀️
E-commerce trends & models
Newsletter #16 - 8 expert tips to build the perfect product page and boost your D2C Brand's CVR
March 23, 2023
30% of users say they never reach the bottom of a product page.
So to optimise your conversion rate, you need to ensure your customers find all the information they need at a glance, without scrolling.
To help you out, I'm sharing 8 tips from the most beautiful brands to create the perfect product page 👌
And if, like me, you have more of a visual memory, I've added an illustrated cheat sheet at the end of the newsletter ⬇️
0️. Get into m-commerce
I recently read that by the end of 2022, 53.3% of French shoppers (or over 22 million) had placed orders from their smartphones.
By the end of 2023, more than 43% of total e-commerce sales are expected to be made on mobile devices.
To provide your customers with the best possible experience, make sure that your page is optimised for small screens, that it loads quickly and that your navigation is smooth.
1️. Take care of your product names like Asphalte.
Your product name is the first thing users see when they arrive on your page.
Like Asphalte, choose a descriptive and catchy name that immediately communicates the product's value and reassures your customers.
By opting for "Ultimate T-shirt" rather than "white cotton T-shirt", Asphalte has been able to increase its conversion rate by 78%.
⭐️ Tips for creating great product names
To get your visitors to click every time, here are some magic words that appeal to the 7 universal emotions:
-> Vanity: brillant, sexy, awesome, unbeatable…
-> Laziness: guide, simple, less than, child’s play...
-> Gluttony: enjoy, benefit, huge...
-> Urgency: don’t miss, more than...
-> Humour: funny, amusing, original...
-> Trust: approved, tested, authentic, for life...
-> Envy: for you, personalised, unique...
2️. Display your customer's reviews like Détective Box.
92% of online shoppers trust a brand recommended by their peers, and 90% believe that positive product reviews influence their purchase decision.
So showing your customer reviews is a real hack to gain their trust and triple your conversion rate 🚀
Like Detective Box, let your visitors know what your users think of your products directly on your product page.
💙 Bigblue Tips
Our order tracking emails have an average open rate of 74%. Like Detective Box, Unbottled or Lashilé, set them up to automatically collect customer reviews with every order.
Level-up my post-purchase emails →
3️. Optimise your add to cart button...
Think BIG and use contrasting colours to ensure your customers can't miss it!
To take your user experience up a notch, I would also recommend :
- Opting for a static button, which is always within the user's thumb's reach,
- Including the price directly (to save space on mobile ☝️),
- Offering a quick purchase button to improve the buying experience.
🤜🤛 Bigblue Friends
Like Cōtelé, ANJA or Puissante, use the tool JUST to offer your customers an immediate and easy checkout process and increase your conversion rate by up to +20%
4️... and display the fastest delivery date like OMA&ME
Offering fast delivery is a must for your customers, and 41% of them expect to be able to choose a two-day delivery.
Offering fast delivery options and an estimated delivery date directly on your product page is a great way to reassure your visitors and encourage them to order.
💙 Bigblue tips
OMA&ME uses Bigblue’s Fast Tag to highlight to its customers the fastest delivery date according to their location and enhance their pre-shopping experience.
Learn more about Fast Tag →
5️. Offer free delivery, like Si Si La Paillette.
9 out of 10 customers admit that free delivery encourages them to add more items to their basket; their orders are, on average, 30% higher.
Like Si Si La Paillette, opt for this strategy to increase your conversion rate and your customers' average basket.
6️. Wow them with your images like Cabaïa.
67% of consumers consider the quality of a product photo as "very important" in their purchase decision.
Here is a checklist for ideal product images:
- Prioritise high definition,
- Present the specificities of your products (materials, benefits, etc.),
- Offer images or videos of your products in real-life situations,
- Add User Generated Content to increase your conversion by up to 6%.
7️. Offer your products in batches like Unbottled.
Products sold in batches have an AOV 42% higher than those sold individually.
Offering your products in batches and with a discounted price is a great way to increase your average order value by encouraging your customers to buy multiple items.
💙 Bigblue tips
Unbotted uses Bigblue to quickly set up their product bundles and ship them smoothly.
8️. Reassure your customers like Tediber.
Reassuring your customers at the time of purchase is crucial, even more so if the item's price is high.
Like Tediber, reassure your customers in an instant by offering :
- Different payment options (payment in chunks, "buy now, pay later", etc.),
- Free returns,
- A "satisfied or refunded" guarantee after a certain period.
🎁 The perfect product page cheat sheet
Because a picture is worth a thousand words, I'm sharing with you, as promised, the illustrated version of an ideal product page made by Tim Dumain, the CEO of Bigblue.
E-commerce trends & models
Newsletter #15 - 6 proven strategies to optimise your pre-purchase experience and boost your conversion rate
March 8, 2023
Did you know that it takes just five milliseconds for a user to decide whether or not your e-commerce site is trustworthy? That's a pretty short window of time to make a good impression!
If you don't manage to convince them in those first few milliseconds, not only might you miss out on a sale, but you could also end up losing £29 in acquisition costs. Yikes!
In this email, I will share six strategies to make your e-commerce site more user-friendly and turn those visitors into loyal customers. 🤝
1️. Focus on speed
Did you know a page should ideally load in under 1 second, regardless of the device or connection quality? That's right! And for every second it takes to load, you risk losing 25% of potential customers.
To ensure that your website is lightning-fast and provides a seamless browsing experience for your visitors, I recommend using these three free tools:
- GTmetrix: this tool allows you to analyse your website's speed across different channels and identifies what's causing any performance issues.
- Web dev: use this tool to measure the quality of a page on your site and receive recommendations on how to improve it.
- RequestMap: to remove too greedy applications and optimise your loading time.
2️. Optimise your product pages with the right images and descriptions
Optimise your product pages with the right photos and descriptions
30% of users will not scroll to the bottom of your product pages.
According to the experts at BlackSwan, your visitors should be able to see at a glance:
- The name of the product,
- Good quality photos that present the product correctly,
- Its price,
- A short description with important information (composition, benefits, manufacturing, etc.),
- A clear and visible call to action.
If you lack inspiration, you can take inspiration from those of CAVAL ⤵️
🤜🤛 Bigblue's Friends
If you like CAVAL’s product pages, get in touch with BlackSwan agency, they did a fantastic job redesigning their Csite or Si Si La Paillette.
3️. Adopt a mobile-first approach
This is a must for a good user experience.
In January this year, 65,5 % of online traffic was on mobile. Moreover, 57% of Internet users say they would not recommend a mobile brand whose site needs optimisation.
And to check that your e-commerce meets all the criteria, you need to test!
- Check your navigation and responsive design on a 5" screen,
- Make sure that the important information on the product page is visible,
- Test the payment steps to judge if the process is simple and smooth.
⏱ Bonus tip
To go faster, you can also use the Webmobilefirst extension to test the responsive design of your e-commerce on mobile, tablet and even connected watch!
4️. Display User Generated Content
I discuss it regularly in this newsletter: content your customers generate is an ultra-powerful conversion lever.
90% of users say a positive product review influences their purchasing decision.
Integrating them directly into your product pages is an effective way to reassure your prospect at a glance and encourage them to place an order.
Lashilé uses this strategy to increase the conversion rate of their product pages... and collect more reviews! One of their best-selling products even has over 1600 ratings, photos and reviews.
👩🏻🎤 The ultimate guide to User Generated Content
In case you missed it, we've written a playbook dedicated to UGC. We reveal to you for free more than fifty tips, tools and e-commerce brand strategies to create, collect, distribute UGC and explode your sales 🔥
Get the playbook for free
5️. Engage with customers via live chat
51% of users are more likely to order from a brand that offers this service.
To boost the effectiveness of your chat, I share some best practices:
- Identify triggers and set up your chat so that it helps your customer at the right time,
- Humanise your responses as much as possible to avoid the robot effect,
- Pre-write your messages to optimise your response time,
- Offer self-service after-sales so customers can solve their requests independently and free up your support teams' time.
🛠 Bigblue tools
Most CRMs like Gorgias ou Zendesk offer chat functionality. Alternatively, to take personalization up a level, I recommend the tools Attentive or Charles to send your product recommendations via SMS and WhatsApp.
6️. Recovering abandoned shopping carts with email sequences
About 70% of users abandon their shopping carts 🛒
With good copywriting and well-configured workflows, Les Secrets de Loly automatically recovers up to 20% of its abandoned carts.
If you want to test it, I am sharing with you the email (and SMS) sequence recommended by Thomas Pedegaye, the founder of the agency EmailClub :
- Trigger: the user has entered his email but abandoned his cart at checkout
- Email 1 after 15 min (SMS 1 after 30 min): a short urgent message that sends your customer back to their basket.
- Email 2 after 1 to 2 hours (SMS 2 after 1 day): a reminder of the product's advantages or your mission + addition of a first promotion (to be defined according to your strategy and your margins).
- Email 3 after 24 hours: specify that this is the last email and add a second, more attractive promotion.
E-commerce trends & models
Newsletter #14 - Omnichannel: 4 secrets for successfully transitioning to retail
February 23, 2023
With the rise of CACs and the huge increase in the number of online brands, it is becoming essential for DNVBs to diversify their sales channels to maintain their growth 🐙
Among the different options, retail can be an excellent opportunity for your business:
- In 2022, 30% of brands considered increasing their retail presence.
- Only 48% of DNVBs are present in this sector (compared to 56% in wholesale).
- Those that have taken the plunge generate up to 40% of their turnover from physical sales.
If you’ve been considering diversifying, here are 4 secrets to quickly make your shop profitable, increase your visibility and boost your sales!
1️. Test with a pop-up store
If you're unsure whether to go for it, start by testing a pop-up store.
In addition to being more affordable (on average 80% less than a boutique), pop-ups can transform your physical presence into an actual event and increase your visibility!
A strategy tested and approved by Shanty Biscuit 🍪 who made much noise last December with her "Shanty Poste".
The concept? A pop-up with the look of a quirky post office to "wrap its customers in good humour and immerse them in a stamped universe". Everything was covered in the brand's colours, from postcards, parcels, stamps, stickers to merchandise.
PS : I highly recommend you watch this reel to discover this incredible pop-up's details.
🤜🤛 Bigblue friends
Do you dream of a similar experience for your brand? Like Les Raffineurs, Flotte or Bonne Gueule, Shanty Biscuit called on the Label Expérience agency to create the Shanty Poste!
2️. Offer your clients an unforgettable experience
You don't necessarily have to do a lot to have your customers come back and recommend your shop.
Like Jimmy Fairly, you can apply simple but effective loyalty methods. In addition to hot drinks, the brand offers its customers a tote bag and goodies (sweets, pins, etc.) with every purchase.
This has proven a formidable strategy to increase their customers' Lifetime Value and Net Promoter Score. Their 100 shops in France, Belgium and the UK are rated an average of 4/5 on Google ⭐️
💙 Bigblue Tip
If you can't offer products to every single customer, you can still do so from a certain order value and increase your average basket value at the same time 🛒
3️. Build on your values
53% of consumers prefer brands that share their values. To convince them to explore your store, display them in a big way!
This is a technique adopted by Unbottled in their new Parisian shop called the "Temple du Solide", a reference to their products.
Their slogans, "bye-bye plastic", "No more dodgy products in the shower", or the tag #dropthebottle, are written in the four corners of the shop and visible from the street. The brand also regularly communicates on its commitments in-store and recently revealed that their washbasin was not made of marble... but recycled plastic !
It's hard for their customers to miss the zero waste and anti-plastic message.
💙 Bigblue Tip
Unbottled is committed to nature and is working with Bigblue to ban plastic from its shipments and send orders more responsibly!
Discover our engagements
4️. Make your online shop shine !
A video shot in-store and published on an e-commerce brand's account can get up to 8 times more engagement than a traditional video.
LePantalon uses this technique to increase its traffic in-store and boost its visibility!
Under the "En boutique Simone" concept, their employees introduce themselves, reveal their advice on choosing the right products and give gift ideas.
Once again, simplicity remains the best tactic to generate views ⤵️
💙 Bigblue Tips
To easily manage its shops, Le Pantalon uses the Bigblue + Fastmag integration to:
-> Centralise and visualise in real time its B2C and B2B stocks,
-> Easily manage supplier orders,
-> Automate its B2B orders and restocking.
Discover the integration
E-commerce trends & models
Newsletter #13 - 5 marketing strategies from sustainable brands to get you inspired
February 9, 2023
In 2023, being an eco-friendly e-commerce brand is essential for your business!
Because consumer preferences are changing:
- In 2022, 70% of British e-shoppers said they prefer to buy from brands with a responsible approach.
- 42% of millennials and 39% of Gen Z consumers are willing to pay more for a sustainable product.
- 40% of consumers admit that a brand's social commitments influence purchasing decisions.
I share five eco-friendly brand marketing campaigns in this newsletter to inspire you to go green this year.
Allbirds dedicates a website to protecting the Amazon Forest
The American brand of sneakers and eco-friendly ready-to-wear clothing revealed the Keep the Amazon Prime website last April, "the e-commerce platform you really can't live without".
Thanks to a quirky sense of humour, the aim is to remind people of the importance of the Amazon Forest for the environment and to collect donations for the NGO Amazon Watch (while also tackling the giant Amazon).
Sustainable at heart, Allbirds also launched the Rerun platform in early 2022, offering its refurbished products at reduced prices.
🌱 Small streams make big rivers
Your e-commerce website can also generate carbon emissions. To reduce your footprint, here are 3 tips:
-> Choose a green host, whose data centre is powered by green energy, for example.
-> Opt for a simple theme without unnecessary features (which will also improve your speed and your SEO!).
-> Compress your images or opt for "Lazy Load" (loading images displayed on the screen only).
Rouje launches its first upcycled collection!
Last December, the Parisian brand launched Re-Rouje: a collection of upcycled pieces produced in small quantities.
Rouje teamed up with upcycling expert influencer Ruby Pigeon to announce the new collection.
💙 Bigblue Tip
If you can't offer your products in upcycled form yet, start with your packaging! Make tutorials to reuse your boxes like Unbottled or give a second function to your packagings like Ziggy. Bigblue's "Blockbox" made of recycled fabrics can also be used as foam for your sewing workshops.
BackMarket goes Anonymous
Last April, BackMarket hacked into several Apple Stores using Airdrop to write to customers about buying new phones.
The goal? To encourage them to choose a second-hand product instead of buying a new one.
Recipients could read: "The iPhone you love, with a smaller carbon footprint. Switch to refurbished".
I've put the link to the video just below ⬇️
The Petits Prödiges, experts in all-in-one!
The French eco-friendly cosmetics brand displayed billboards in the Paris metro last December.
The star product of their campaign? Their natural multi-purpose balm, which replaces up to 10 products in our bathrooms.
And rather than produce one poster per benefit, the brand applied the same method:
Translation: Hello, we are Camille and Clémentine; we created the Les Petits Prödiges balm that can replace ten products in your bathroom. Body care, facial care, hair care, make-up remover, etc. We could have made ten posters for this. But we didn't have enough money yet, so we preferred to do our balm: we did it all on one poster.
💙 Bigblue Tip
The brand les Petit Prödiges uses Bigblue's technology to avoid the waste of its products. From the app, it can easily monitor their expiry dates and thus manage its stocks in a more virtuous way.
Ace&Tate turns glass into an eyewear box
The eyewear brand Ace&Tate has everything to please: certified B corp since September 2021, it communicates with humour on its commitments and actions from its various networks and dedicated media.
The brand recently announced that the case was closed: Ace&Tate has finally found a way to reduce waste!
How? Thanks to an eyewear box made entirely from their used lenses.
E-commerce trends & models
Newsletter #12 - Metaverse & E-commerce: marketing hype or real market?
January 26, 2023
Ralph Lauren dresses racing drivers on Fortnite, Gucci sells bags on Roblox and Yves Rocher plants trees on Minecraft.
More and more brands are integrating video games and the Metaverse into their marketing strategies, to the point of wondering whether it's a marketing stunt or a real market.
In this newsletter, I will share what I know about the subject and show you the super-creative campaigns of brands launching themselves into the virtual world!
What is the Metaverse?
The Metaverse is a virtual world inspired by science fiction:
🌎 Unique and fully conceptualised,
📲 Accessible via any connected device,
🤝 Collective and cooperative,
😎 Created and operated by users who interact via avatars,
💸 Governed by virtual and independent currencies that rely on the blockchain (such as Cryptocurrency or NFTs).
☝️ Not to be confused with Web3.
Web3 is a web version in which technologies and data are decentralised. Currently, our data is held by the companies that own the platforms on which we interact and create content (Google, Meta, etc.). In Web3, we would all own it, and our information would be stored and secured through the blockchain.
When fully developed, the Metaverse will revolutionise how brands connect and interact with their targets and customers.
According to the experts, this is still a good 20 years away.
An up-and-coming business...
The Metaverse does not yet exist.
But metaverses, virtual and independent universes, do.
And it is a flourishing business:
🤖 Roblox, the #1 metaverse platform, has surpassed $1.9 billion in revenue by 2021 and counts over 320 million users (67% of them under 16).
🪵 The Fortnite platform, estimated to be the most profitable game in history in 2019 and valued at $21 billion in April this year, has more than 350 million users (62% of whom are between 18 and 24).
🥽 As for Meta, while its augmented reality platform Horizon Worlds has only 300,000 users, its revenue could reach $630 billion by 2030.
No wonder brands are setting out to conquer these new digital worlds to position themselves now with a younger, digital native target.
👦🏼 Slow and steady wins the race
Before you think about releasing your products in 3D, I share here some tips to learn about Gen Z and easily adapt to their consumption patterns.
... and ultra-creative!
There's no need to panic if you don't yet have the budget to launch a virtual collection: e-commerce, as we know, still has many years to go.
On the other hand, brands' infatuation with these universes has led to the emergence of super-creative campaigns, which give a glimpse of what marketing could look like in the near future ⤵️
🐎 Ralph Lauren dresses Fortnite avatars
The American brand recently launched a collection of clothing and accessories called "Polo Stadium" in collaboration with the platform and revealed it live on Twitch.
Real-life pieces were also available online and in shop.
💅🏻 Urban Decay invites itself to Paris Hilton's party on Roblox
For Halloween, the cosmetics brand belonging to the L'Oréal group teamed up with the "Cryptoqueen" to host its first-ever virtual operation on Roblox.
Users could interact with the brand and discover some of its products in dedicated rooms.
🚗 Fiat launches its virtual car showroom
It's a departure from retail, but it's a first in automotive history!
Developed with Touchcast and Microsoft, users can discover the brand's latest releases and even interact with the virtual version of a human advisor who answers all their questions.
🌳 Yves Rocher plants trees in Minecraft
Last year, the brand partnered with the famous construction game to develop the "Minecraft #PlantForLife" project in favour of biodiversity.
For every tree planted virtually, 1 tree was actually planted in one of the 35 plantations of the Rocher Foundation. The brand had set itself the goal of reaching 100,000 trees.
👜 Gucci sells more expensive bags on Roblox
The luxury house launched the Gucci Garden on Roblox last year, a virtual exhibition space accessible for a few days only.
It was a successful marketing operation for the brand, selling a virtual bag for more than its authentic counterpart.