Sold out in 11 days
A climbing hardware start-up launched its first rope with a run of 4,000 units and a budget that would not stretch to a second shoot.
- 11
- days to sell out
- 4,000
- units, first run
- 6.2x
- return on ad spend
- Creator & Community
- Paid Social
Services
The challenge
Climbers trust climbers. A new rope from an unknown brand, marketed by an agency, would be laughed off the crag. The budget covered one shoot and a modest paid programme, nothing else.
The approach
We put the whole budget into forty ropes and gave them to forty climbers with one request: use it for a month and post whatever you actually think. Twenty-six did. We ran their honest reviews, including two lukewarm ones, as the only paid creative.
The outcome
The lukewarm reviews outperformed the glowing ones. The first run sold out in eleven days, a second run of 10,000 is shipping, and the brand has never shot a hero video.
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