Case Study: Rachel Lowe
Jumanji boardgame sold out in three months
Jumanji boardgame sold out in three months with zero marketing budget available for promotional purposes.
Jumanji boardgame sold out in three months with zero marketing budget available for promotional purposes.
The Brief
Rachel Lowe MBE is a serial entrepreneur and board games developer, best known for creating the best-selling Destination series of games.
She is the Founder of Rachel Lowe Games & Puzzles, one of the UK’s leading games creators specialising in creating and distributing licensed board games, jigsaw puzzles, and card games.
Self-funded, Jumanji was her first solo project specializing in licensed products. Rachel needed to sell the first 2000 units within three months with absolutely no advertising or marketing budget available.
With Christmas fast approaching, and a £30 per unit price point that could not be discounted, the team had just seven days to create a digital marketing strategy and bring together a team of volunteers to operationalize the strategy to guarantee all units would be sold out by the January end-date.
The Approach
The starting point was to work out a clear digital marketing strategy and create a network map of advocates/ambassadors who would be willing to help Rachel for free and what help was specifically required from each person in the team.
A workshop took place to bring everyone together and explain the vision and story of the venture so far and ask for help on specific elements of the digital marketing plan including product photography, social media posts, PR and graphic recording.
It was decided to launch the product with only 2000 copies available within the UK available from Amazon only, to create a sense of exclusivity around the product and focus on the south of England where Rachel’s minor celebrity status would be influential.
Emma created a content marketing strategy and example posts for social media, provided social media training for volunteers, and contacted local media to interview Rachel Lowe on the product launch.
The Results
Rachel Lowe now has a thriving boardgame and puzzle business
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