YAASA
01 — Project details
Product Launch of the weighted blanket.
Yaasa is a European retailer of adjustable desks, beds, and weighted blankets. The brand's objective was to sell directly to the US market and optimize its product marketing funnels to sell in/through current inventory while launching a fresh line of weighted blankets. An unforeseen challenge was introduced a few months after the planned product launch as a stay-at-home order due to the COVID-19 pandemic.
02 — My Role
I contracted to remix their current acquisition funnel, and then develop a product launch campaign for their new Weighted Blanket:
The remix required creating distinct campaign funnels for Yaasa's three distinct product categories: adjustable beds & mattresses, adjustable desks, and the test launch of the developing line of weighted blankets.
03 — Campaign Goals & Challenges
The initial launch campaign of the weighted blanket was to test whether the product would sell profitably versus the competition at the set price point. If unit sales and key target efficiency metrics were met successfully, as measured by a ROAS target of 350% and an MRR of 450%, the company would move ahead with a Go-to-market plan specifically for the US market.
Quarterly themes are devised with acts and beats to thread product and promo campaign funnels.
Q1 | Promotion ~ Continued
The Q1 theme entailed optimizing an ongoing promo offering a luxury mattress at no cost with an adjustable bed.
Q2 | Adjustability ~ Beds
Q2 theme required a distinct funnel for the adjustable beds, with a target of selling out inventory by Q3.
Q3 | Adjustability ~ Standing Desks
Q3 continued the "adjustable" furniture theme with a focus on a line of standing desks, which sold well in Europe.
Q4 | Weighted Blankets
The test product funnel launched multiple sku's of the weighted blanket, which quickly sold out.
04 — Campaign Performance Summary
The Weighted Blanket sold out in 10 weeks.
Despite an entrenched set of competitive brands, the campaign was timely. Weighted Blankets were trending as people were stuck at home during the pandemic. As such, the product benefit story of a comforting blanket that promised to relieve anxiety, a problem for households to solve in Q4 of 2020. The product sold out at a conversion rate of 3.3%, ROAS of 743%, and an MRR of 550%.
Q4 Campaign KPI Performance
CVR
3.3% (+103% target)
AOV
$240 (+111% target)
CAC
$14 (+211% target)
ROAS
743% (+243% target)
“
Winquest tackled overlapping product marketing objectives as the pandemic's economic challenges were uncertain. He proved to be an efficient collaborator who always remained calm and deliberate.
— Johannes Sauer, CEO
