EBULB® Case Study
EBULB® is the world's first self-charging emergency light bulb that turns lights back on when you have a power failure.
Have an Increase in Conversion You Can Be Proud Of
Black hat early 2010 e-commerce plays don't work. Stay away from strategies that would portray the brand badly.
Marketing messaging focused on the improved product design and functionally increased conversion.
A customer service team was built to allow a flow of information between media, creative, and product teams.
The power of performance creative is its iterative nature. At Last, Creative Ads That Work Seamlessly with Marketing Funnels. The main focus was on the top and middle funnel. Deliver traffic for awareness and consideration.
Segment messaging. The creative team set out with ads and landing pages that gave custom messaging to hook and engage.
Having the media and creative teams together in one pod meant we could get the right ads out to the right people.
This integration and breaking down old silos brought the media and product teams together with creative and marketing—as well as a nimbleness and consistency that were not obtained in another way.
Team cohesion is not just a buzzword—it's your lifeline when putting a marketing team together.
For EBULB®, each morning, a five-minute creative meeting is held. It's like going to the gym but for your creativity. Someone coined it the Creative Workout.
The meeting structure is simple: A team member shows a piece of creative work from anywhere. The group views the creative work, and each person has ten seconds to give their comments.
The following day, it's another member of the team. Rinse and repeat.
Give clear directions through briefs. Briefs distill the problem that needs to get solved. It's like the old Hollywood saying: "The cast and crew have to be making the same movie."
Create a documented workflow. It's critical that you start and maintain a shared documented workflow for the team.
With EBULB®, the workflow got established, and each person agreed on the plan.
Iterations could flow with the marketing and creative teams' being on the same page.
Use sprint cycles. The first steps to our success were utilizing sprint cycles and then getting the creative and media teams on the same cycle.
Information gets shared between the media and creative teams, which makes things better.
Brainstorm once a week. Many companies just go through the motions when trying to cultivate a thriving creative environment.
With EBULB®, creative and media teams brainstormed ideas from data. The media team gained insight by studying trends in competitors' ads and landing pages.
Many times, these insights drove creative and marketing choices.
Think iterative. Gone are the days of delivering one ad or having one landing page or sales page. Plus, it's not as fun.
The mantra for EBULB® is one I give all teams: "Think iterative." Deliver two to four versions with one main difference from the other versions. If you're torn between two creative executions you love, run and test them both. Then, let the audience and data decide.
The "think iterative" mindset allows the data and media teams to get the most from paid media spending and move closer to conversion goals.
It also gives media teams more analytics to discover what is and isn't working.
It matters what type of ad you make. No one fully knows your campaign's outcome. That's why testing and split testing are what it's all about.
Ads you thought would perform amazingly don't perform well, and ads you consider okay—simple or not that flashy—pull attention and convert.
EBULB® utilized different ad types to go deeper into messaging, giving compelling creative solutions for what to do when the lights go out.
The top, middle, and lower funnel must allow creative and marketing teams to use different ad types.
For EBULB®, testimonials and problem solution ads converted best. Ordinary people address the camera to inform the audience.
Create a message for one ideal customer or audience. You always return to the central theme or idea as you create and strategize. It'll pay off in revenue, customer loyalty, and trust.
If you're talking to everyone, you're talking to no one. Generic catch-alls don't work.
Get specific about what your customers and audience need.
Constantly, we asked, "How is EBULB® solving its problems?"
Email marketing, marketing funnels, customized ads, and landing pages allowed EBULB® to reach a conversion rate of over 22% for the campaign period.
After achieving this goal, EBULB® sold out, proving that iterative funnels and custom messaging convert customers and add to customer lifetime value.
