Created while I was Director of Marketing for The Bureau of Small Projects, on behalf of Jackson Galaxy.
Strategy and eCommerce
Animal Planet'sJackson Galaxy.
A beloved brand with a huge, devoted fanbase, and an online store ready to work a lot harder.
Visit jacksongalaxy.com ↗The real problem
Jackson's fans adore him. But adoration wasn't turning into checkouts. The store had to compete with the giant pet retailers, where people already buy everything for their cats.
What I noticed
Nobody beats the big boxes on range or price. What they can't sell is Jackson: 30 years with tens of thousands of cats, and a relationship with guardians built on trust. I also asked his customers who they thought the competition was, because that matters more than who the brand thinks it is.
The call I made
Stop acting like another pet store. Put Jackson and the trust people have in him at the front of everything, so buying from his shop feels like taking his advice. I built the messaging on four ideas, in order: leader, relationships, community, trust.
What I built
A landscape analysis with customer interviews, a Value Proposition and Messaging Guide, and a Company Story that carries his journey from shelter worker to the Cat Daddy. Then I kept strategic oversight of the website build, so all of it actually showed up where fans shop.
The words
Know your cat, love your cat.
Jackson Galaxy defies the perception of cat lover. In a world where crazy cat ladies and cat memes rule, Jackson is a beefy, bearded, tattooed Cat Daddy who stands out in his industry.
Enchantment. Some might even say a little bit of magic. It's Willy Wonka meets Criss Angel with a healthy dose of whimsical humor and a whole heap full of love, light and mojo.
What happened
A 75% boost in Shopify conversion. Same fans, far more of them checking out.
The lesson
Don't fight the giants on price. Sell the thing they can't stock.
The work
What I brought
- Landscape analysis
- Customer interviews
- Value proposition
- Messaging guide
- Company story
- Website strategy
- eCommerce
This work was created for The Bureau of Small Projects, on behalf of Jackson Galaxy. All rights belong to the agency and the client.