Viral Campaign

About the Company

A high-volume e-commerce retailer specializing in toys, party supplies, and seasonal products, reaching millions of customers through Amazon and other online sales channels.

Role

Brand Growth Strategist & Creative Director: Brand & Content Strategy, Paid Media, Influencer Marketing, Photography & Content Operations

Project Brief:

JOYIN sought to expand beyond its established Amazon presence by identifying paid social opportunities and building a direct-to-consumer e-commerce ecosystem designed to acquire new customers, drive website sales, and encourage repeat purchases.

Solution

Paid Social & Customer Acquisition
Transformed customer UGC into viral, high-performing paid social campaigns

AOV& Revenue Growth
Focused on increasing average order value (AOV) through strategic promotions and initiatives designed to maximize customer value and drive more revenue per purchase.

Customer Retention & Lifecycle Marketing
Built email marketing funnels and ongoing promotional campaigns to encourage customer engagement, drive repeat purchases, and establish a returning customer base.

Results

Expanded Sales Channel
Diversified JOYIN's sales channels beyond Amazon by building a Facebook Ads acquisition strategy that generated hundreds of thousands of dollars in Q4 sales at a 30% profit margin.

AOV & Revenue Growth
Increased AOV and customer retention through strategic email funnels and promotional campaigns, driving a 9% repeat purchase rate.

Viral Social Media Campaign
Developed customer incentives to drive UGC creation, sparking viral video campaigns that surpassed 100 million views. The campaign earned national media coverage from USA TODAY, NBC, ABC News, and CNN, and inspired others to create content that further amplified reach and engagement. Product sold out!