Goal Zero
Energizing Goal Zero’s DTC Strategy: How We Helped Drive a 70% YoY Increase in Q1 Gross Revenue
Published February 16, 2023
Giving Lemon Perfect’s Ecomm strategy a new squeeze: time to out-hydrate the competition.
Project overview:
NO SLEEP
Enkore
When Lemon Perfect founder and CEO Yanni Hufnagel launched his company in 2017, he just had two real goals: drink great-tasting water without squeezing a ton of lemons, and disrupt the way Americans hydrate to improve health outcomes.
No big deal. Right?
What he didn’t know then was that just three years later, Lemon Perfect would go viral after being spotted in a photo Beyonce Knowles-Carter posted on her social media.
To harness that energy and set them up for even steeper growth, the Lemon Perfect team turned to Lunar Solar Group to revamp their website and help retain newly acquired customers.
A (lemon) perfect digital revamp
LSG’s Space Race team provided Lemon Perfect with creative direction, optimization, design, and development on their Shopify Plus site to grow and retain their DTC audience. We created a whole new, integrated digital experience to turn regular customers into loyal followers:
- Redesigned product pages
- New landing pages
- Integration with Recharge to push subscriptions
Reducing churn and keeping customers is crucial for subscription retention. That’s why we branded Lemon Perfect’s Recharge Portal, making it cohesive with the rest of the ecommerce site for a seamless digital experience. It’s the ultimate example of “set it and forget it.” We make subscriptions a 2-click flow to make them appealing, accessible, and easy to sign up.
Squeezing out the competition with an unexpected holiday
After a successful Series A raise in early 2022 (which Beyonce jumped on as an investor), the Lemon Perfect team sought out our Enkore service to generate a campaign that could build on their brand story and increase brand loyalty — all while generating BFCM-comparable revenue without the BFCM competition.
Our approach? Create a whole new holiday that Lemon Perfect could own.
Popular promotional periods such as Black Friday, Cyber Monday, and major national holidays create heightened competition among merchants for consumers’ attention. In such a saturated environment, marketing even your most aggressive markdowns of the year may still yield lackluster results.
Instead, we worked with Lemon Perfect to devise a creative promotional strategy that broke internal records while keeping the brand at the heart of the campaign. Here’s how we did it:
1. Find the perfect holiday.
What better holiday for a Lemon Perfect super sale than National Lemon Day? It falls on Aug. 29, meaning no distractions or competition related to common sale periods.
2. Create a style guide that differs from normal creative.
For the 2022 email campaigns, we created a cohesive design theme to solidify the brand moment and generate excitement, with a new aesthetic featuring clean images and design, and leaning into Gen Z messaging.
3. Deploy a robust campaign strategy.
The sale strategy involved an aggressive cadence of 3 emails and 3 SMS over 6 days, mimicking the send volume and general hype that most brands save for periods such as BFCM. Revenue was further boosted by a post-sale recap campaign which drove sales even after the offer was no longer available to customers.
At a 150% increase in average promotional revenue, the juice was worth the squeeze.
The National Lemon Day campaign achieved 150% higher revenue than prior average promotions, and open, click, and order rates all well exceeded industry averages:
7% YoY increase in campaign revenue
Consistent MoM open rates
Highest IP pool, despite sending 21 campaigns in 2 weeks
“When it comes to email and SMS, the CRM team at Lunar Solar Group guides our team — both strategically and creatively. They make it easy to establish and grow deep relationships with our customers. As a business that is scaling quickly, having trusted partners like LSG to help us get there is so important.”
Taylor Smith, Sr. Director of Ecommerce at Lemon Perfect.
In addition to Lemon Perfect’s digital growth, their on-shelf success continues with national expansions in major retailers, new product launches, and more.
