Can Black Weekend bring up something positive?
We can all agree that Black Weekend never fails to entertain.
Although perhaps it would be more appropriate to say that it never fails to bring a drama, or even a horror story. From multi-hour queues to fistfights in contest for child’s favorite toy. In all this madness, which first and foremost is a huge business, together with one of our ecommerce clients we decided to do something different and make sure that in all this fight for attention, discounts, products and whatever it is, we can turn it into something purely positive.
Black weekend was coming at a time when we were doing research for another client who needed a new ecommerce store on Shopify, so we dug deep to see what ready-made subscription solutions are available on the Shopify App Store that can help test various functionalities without having to write code from scratch.
That’s how we came across ShopForGood app by DailyKarma.
ShopForGood is an app that allows you to donate money generated by your Shopify store to those in need, directly to charities around the world selected in the app’s database. We personally think the app is absolutely unique in combining technology, marketing and merchants for a good cause. We also believe it helps build long-term customer loyalty, which results in increased LTV.
What we did
You can configure the application in many different ways. We have set it up to give a discount of 25% discount on all products available on the store if the customer makes a donation of minimum ~12 EUR to the designated charity. This means that the merchant, by giving a Black Weekend discount in the store anyway, has no additional cost, but allows customers to make a donation through his brand.
We had concerns about whether the discount along with the ~12 EUR donation condition would be attractive enough for customers to actually take advantage of it, but with Average Order Value (AOV) hovering around ~180 EUR, we knew that the average discount value would be around ~35 EUR including the donation. Given that this merchant never uses discounts on a daily basis this was still a significant value for customers.
As all was prepared to launch, we created a simple traffic campaign in Meta Ads campaign to an audience that visited our client’s store in the last 90 days along with a newsletter to all brand subscribers, and the reception and results of the campaign exceeded our expectations.
First of all, the total amount of donation was ~4073 EUR.
The campaign has generated 320 conversions during the 7 days of the Black Weekend offer, which resulted in the best sales week, followed by the best sales month in the store’s history, beating the second best month by 88%. Due to too much sensitive financial data, the client did not agree to reveal his brand, which we regret as it was one of the most memorable campaigns we have ever had opportunity to run.