Expert Series:

Ally Capellino x Brompton

Becky Jones, Operations Manager

January 09, 2025

Welcome to the first instalment of our Expert Series, where we dive deep into the world of e-commerce and digital marketing with industry experts. In this series, we'll be sharing insights, tips, and strategies from experts who know the ropes! Our first guest of the series is Becky, our Operations Manager here at 8th Dial.

QUICK FIND

1. Leveraging Paid Ads and Email Marketing to Build Hype for Limited Edition Collaborations

2. Read More About the Ally Capellino x Brompton Collaboration

3. Q&A with Becky Jones

Leveraging Paid Ads and Email Marketing to Build Hype for Limited Edition Collaborations

This November, Ally Capellino and Brompton Bikes, two iconic British brands renowned for their innovative designs, joined forces to create a special edition backpack. Designed to seamlessly integrate with Brompton's folding bikes, the backpack clips securely to the bike's front, offering a convenient and stylish solution for urban cyclists. The bag features a sturdy, integrated frame, and a protective base that maintains its shape when on the bike, but is equally comfortable when worn on the back. With a shared enthusiasm for innovation and practical design, the partnership showcases the craftsmanship and playful creativity of both brands. A must-have for urban cyclists with style, the collaboration also includes a handy musette cross body bag, packed with all the detail expected from Ally Capellino.

Introducing Becky, Our Operations Manager And eCommerce Wizz

With over six years of e-commerce experience, Becky has been a driving force behind many of our successful campaigns, including the Ally Capellino x Brompton collaboration. She specialises in Shopify but has also managed projects on WordPress, Shopify Plus, and custom CMS platforms, always focusing on improving the customer journey.

Becky’s deep knowledge of Klaviyo, Mailchimp, Google, and META advertising platforms helps brands grow and achieve their sales goals. Always on top of the latest trends and best practices, she’s a passionate e-commerce professional who our clients love working with. Let’s hear more from Becky herself!

These images offer a glimpse into our tour of the Brompton factory, where we witnessed the meticulous craftsmanship and innovative processes that bring these iconic folding bikes to life.

Q: Becky, can you give us a brief overview of the campaign's objectives and the target audience?

A: Sure! The main objective of the campaign was to generate buzz and hype around the limited-edition AC x Brompton collaboration through an early-access campaign on social and via email. We aimed to attract a specific target audience of cycling enthusiasts and fashion-forward individuals who appreciate high-quality, stylish products.

Q: How did you approach the early access strategy, and what were the key elements that contributed to its success?

A: We started by creating an email campaign and on-site early access signup form. To drive traffic to the signup page, we also launched a targeted lead generation campaign on social media, this was crucial to capture potential customers' interest and build anticipation.

We wanted to make the process as frictionless as possible so we also set up automated email flows which sent early access passcodes to anyone who signed up allowing them to buy the product before general release. By streamlining the journey, we were able to convert more signups into sales.

Q: Can you elaborate on the paid advertising strategy and the metrics that you used to measure its effectiveness?

A: We employed a multi-channel paid advertising approach, focusing on Instagram and Facebook. By using high-impact visuals, compelling ad copy and precise audience targeting we were able to generate significant interest and drive signups. Key metrics that we tracked to measure the effectiveness of the campaign included CTR (click-through rate), CPC (cost-per-click), and ROAS (return on ad spend).

Q: What results did you see for the campaign?

A: The campaign was a huge success! We were able to generate a significant number of high-quality leads and drive substantial traffic to the website.

- The early access email had impressive open, click & conversion rates of 74.5%, 32%, & 12.5%.

- Paid advertising efforts generated significant signup volumes with an impressive £0.27 CPC, a 5.5% CTR, and a 13% ROAS.

- Most notably, 24% of the total allocated stock of the Frank Backpack sold out on the very first day of launch, demonstrating the effectiveness of the hype-building strategy.

By combining early access marketing with targeted ads and the seamless website functionality, we executed a cohesive and impactful campaign.

Q: What were the key learnings from this campaign that can be applied to future projects & collaborations?

A: I’d say this campaign really showcased the power of building hype/early access marketing and the importance of a seamless customer journey. Campaigns can actually be very simple, they don’t have to be super complex and backed by huge budgets providing you really nail the user journey and targeting! It's also important to continuously analyse and optimise your campaigns to ensure the best results. By leveraging data-driven insights, you can make informed decisions and fine-tune your approach as you go.

Conclusion

By following these strategies and leveraging the expertise of our e-commerce team, we were able to achieve significant success with the AC X Brompton campaign. By focusing on creating a compelling customer experience and utilising data-driven insights, we can continue to drive growth and success for our clients.