The Brand

Happy Memories Don’t Die is a streetwear clothing brand. Their mission to inspire and unite through unique and unifying streetwear resonated well with our agency's ideals. Right, when their mission was shared with our team on our intro call, we immediately got right to work with this exact goal in the forefront; being able to spread Happy Memories Don’t Die’s impactful message of positivity to as many people as we possibly could.

The Challenge

Previous to coming on board with our digital marketing agency, Happy Memories Don’t Die has never run any sort of full Email or SMS marketing system. They would send one-off emails for new releases and would never get very far with those efforts.

The day that we first spoke was two weeks away from their next release, which they were expecting to do very well on. That being said, we had our work cut out for us. This left the main focus to be able to prep everything we needed prior to the release and ensure that it brought in the best results possible.

Happy Memories Don’t Die has had a consistent goal of hitting 6 figures on a release since the day that the brand was started, so we knew right away what the client wanted. Now it was just a question of how.

The Solution

Although we only had two weeks to prep for the release with a brand new client and a slightly lofty goal in place… we didn’t flinch. We have proven our system day in and day out, and we were confident that if we simply stuck to our release plan we would knock it out of the park for them.

Since the day we onboarded Happy Memories Don’t Die, they were already posting about the release in hopes of organically hyping it up. We had to inform his email list about a completely new form of contact, Email. It has hard in the beginning but we were able to turn low open rates into high ones and geared up for a strong drop.

We did this by:

• Informing followers on social media that we were beginning to send emails

• Giving customers early access to the drop if they were on our email list (this gave them an incentive to actually join)

• Sending emails with good content + subject lines in the 2 weeks leading up to the drop and building hype

• Cleaning the list they already had and removing unengaged subscribers (after sending a winback flow)

The Results

As the clock ticked 3 on release day, all emails go live. Within the first 20 minutes of the release, we checked the live dashboard on Shopify to see that we had already hit 40K in total revenue.

We immediately checked in with our email to see how all email campaigns blasts went. The email campaign had pulled $8,000 in the first month.

To say the least, the release finished off above our 6 figure goal, and both sides were very happy. We are ecstatic to continue our improvement with Happy Memories Don’t Die and take the brand to all-new heights, which may have been hard to fathom from the brand’s previous perspective.

These are the results we managed to achieve after that first drop:

The Campaigns

We generated this from building hype for their product drops

Happy Memories Don’t Die would do limited quantity product drops that we hype up through Email + SMS. The key is to build scarcity and fomo

This document will be too long if I tell you how we did it all, so here’s an auto dm I wrote a few months ago that goes through our whole process of building hype for product drops through emails and generating money from campaigns: Ultimate Guide to Product Drops

Since then

The month after, we generated them $65,000 from emails alone - which was around 50% of their revenue for the month

Here is a before and after of their Klaviyo dashboard

Before:

After:

Since then we’ve continued putting out campaigns for all of their product drops and have also continued to build out there flows

We add an extra 30-50% in revenue for this brand every month from Email + SMS

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