Sold $15,000 in 15 minutes! This is how the DTC brand Olipop does marketing...

How do successful brands market and attract traffic? I saw an interview in a foreign media today. Let’s learn from the DTC brand Olipop!

Olipop is a beverage startup in the US that has launched a range of flavored probiotic sparkling drinks that support digestive health with the slogan “Health meets deliciousness”.

(Olipop official website)

On overseas forums, buyers' positive feedback on Olipop is everywhere, such as:

The packaging looks very nice.

I've had a whole case of it in the past month and it tastes amazing!

Myself and the entire office have switched from soda to Olipop ...

I really like their drinks and the company seems pretty solid.

The editor learned from the interview that Olipop mainly relied on the retail section and traditional partnerships to drive sales in its first year of business. It was not until the fall of 2019 that it launched its website and entered the D2C field, and it launched its first Facebook ad around February 2020 .

Due to the impact of the epidemic, many brands have fallen on hard times. Olipop has also been continuously testing and expanding into marketing channels other than Facebook and Instagram, and has achieved more than tenfold sales growth in the past twelve months or so .

Among them, Steven Vigilante, Growth Marketing Manager at Olipop, sees SMS as one of the channels with the highest conversion rate . Olipop made some changes to the website last summer to emphasize their subscriptions and promote more subscriptions from a marketing perspective, building a subscriber base in about a year. The role of SMS is to retain subscribers on the one hand, and to build a community on the other hand for marketing.

Olipop co-founder David Lester said text is the most intimate form of contact and communication , so their team chose to deliver messages through SMS; the images they use are not so exquisite, but more inclined to user-generated content style .

Olipop launched a blackberry vanilla flavor in December last year . Driven by SMS , this flavor of beverage achieved sales of approximately $15,000 in the first 15 minutes. In two weeks, its sales exceeded the annual sales of its lowest-selling product .

Talking about the next plan, Lester said that he is preparing to officially launch Olipop on Amazon , creating an omni-channel shopping experience for consumers through multiple channels such as D2C business, Amazon and retail partners.

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Olipop

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