Bad Monday is an online retailer of tattoo-inspired streetwear, what began as a small business selling printed t-shirts has become a unique brand selling high-quality, one-of-a-kind pieces with aspirations of making a real difference in the scenes of art and music.
On a mission to help them realise this vision, we’d be helping Bad Monday through our ecommerce consultancy, helping with brand direction, the development of a new Shopify Plus Website, and ongoing marketing support.
Bad Monday already had an idea of how they wanted to move into a more premium market, including new fonts and colour schemes, so we lent our ecommerce expertise to their plans, guiding and recommending our way to a new website design that would not only look and feel like Bad Monday, but also provide an intuitive, accessible shopping experience for their growing international brand.
In order to give the products the focus, we decided on a modern black and white website with pops of green to highlight key UX points of interest. This meant that the eye was naturally drawn to the colourful, unique designs of the products.
We wouldn’t create a premium new Shopify website without making sure it was also optimised for mobile. Shopify gives you a leg up here, but we took things a step further and included little touches like a sticky navigation bar on the mobile version of the website, making it easy to open the menu and explore other pages, even if you’ve been scrolling through product pages.
As a way of increasing average order value while also making certain collections or products easier to find, we created “Get the look” and “Get the set” functionality, pulling complete collections or outfits together for people to easily find. For the first time, customers can add products to their wishlists, allowing them to browse the collections and tag items of interest until they’re ready to purchase. There’s also a unique animation that makes adding items to your wish list feel like a real experience.
With the individual artist being such an important part of the brand, each artist collaboration would be given a dedicated space on Bad Monday’s site once their collection launched. This would highlight their talent and their importance to the expressive community of Bad Monday.
For example, a full Jessica O collection page was designed on the Bad Monday Shopify Plus site, including an artist interview to share the story behind their journey, inspirations, and unique styles.
From a marketing perspective, To build buzz ahead of the collection’s launch, we emailed the Bad Monday community and directed them to the Jessica O collection page to find out more.
There, they could sign up for 24-hour early access to the new collection, allowing them to purchase their favourite limited-edition pieces before anyone else…. Just another perk of being in the Bad Monday family.
With a new website and email marketing structure to direct traffic to, we tasked our performance marketing team to scale the number of visitors to the new Bad Monday Shopify site.
The brief? Reach new people with new products, and increase engagement in a competitive Facebook advertising space. And there were a number of different optimisations we took in this vein.
Firstly, we showed off Bad Monday’s newest collections, models, and workshops with refreshed assets. We also ran split-testing on Facebook ad images (product shots vs lifestyle shots) to see which worked best for improving engagement and cost per click. Then, we let Facebook and Google’s programmatic marketing AI handle scale ads based on budget and performance while we optimised the customer journey for engagement and conversions.
This is how you scale up Facebook adverts to increase awareness and sales with new and existing audiences.
One thing that’s not new to Bad Monday is pushing boundaries, so they gave us the freedom to push the boundaries of what their Facebook advertising could do.
With these results, we’re happy they did. Comparing Q1 2021 vs Q1 2020, we saw:
Want these results for your business? Contact us, we'd love to hear from you.
"Cake has given control and structure to a brand that was growing quicker than we ever expected. In doing so, they’ve also become an extension of the Bad Monday team."
Bad Monday
Every great relationship starts with a conversation, so schedule your call with us now and let’s find out how we can help you unleash your potential.
The Slice is our monthly newsletter, delivered straight to your inbox on a monthly basis. Receive the latest in ecommerce news, discover our latest work, insights to help you grow your business, and more.
