BE KIND. by ellen is a subscription box featuring handpicked products from Ellen DeGeneres. Each box includes more than $200 worth of products, and boxes are delivered seasonally, four times a year.
The Taktical approach
Within the first four months of our campaign, we drove 12,600 total purchases at a cost/purchase of $14.11. Ellen sold out of all spring and summer boxes far ahead of schedule.
Our strategy was two-pronged. For leads interested in the Ellen brand, we leveraged creative featuring Ellen on set during the show unboxing the BE KIND box and talking about some of the products.
For leads simply interested in subscription boxes in general, we focused on content highlighting the products inside the box and the main value proposition “$250+ of value for $54.99.”
Goals and challenges
The goal with this campaign was to sell out of subscription boxes at an average cost of acquisition below $20, or as low as possible. Our challenges when taking on this project generally involved reaching customers who may have been interested in subscription boxes, but not necessarily the Ellen brand.