Brief: Selk’bag experienced a lot of success in retail and earned media, and needed to capitalize on their momentum with paid social and search efforts to maximize DTC sales. Scope: Strategy, influencer marketing, paid media management, email marketing

1. A Case Study by Blue Light Media

2. About Selk’bag
A Selk'bag is a wearable, form-fit sleeping bag that
provides fun, comfort and mobility, with colors and
styles to reflect your unique personality.
Selk'bag has a rich history of innovation, technical
proficiency, and design excellence, gaining
worldwide recognition from its creation in 2009
through today. Our fandom tribe love the comfort,
warmth and versatility of the Selk'bag and how it
allows them to experience these qualities virtually
anywhere, awake or asleep.

3. Campaign Goals
Selk’bag had success in retail spaces, but
struggled to find an agency that could
profitably run digital campaigns across social
and search.
With camping season and the holidays only
months away, Selk’bag needed to find new
audiences to experience their innovative,
planet-friendly product through their owned
sales channels.

4. Influencers
We selected influencers based on various
factors, but most importantly focused on:
● Audience demographics and
interests
● Quality of content
● Engagement rate
● Previous sponsorships
● Content niche
Of course, driving traffic from influencer
pages to Selk’bag is part of our strategy,
but we took it one step beyond that.
Our partnership terms include the
permissions to use their content in various
areas of our marketing initiatives including
organic and paid initiatives.

7. Paid Social + Search
In past campaigns, we found that influencer
content + paid social = high performing ads,
so we deployed a similar strategy Selk’bag.
Our UGC + competitor and interest based
targeting fueled our traffic campaigns. In
addition, we used a combination of UGC
and product images for bottom
funnel/conversion campaigns.
We also launched paid search to win
branded and a supplemental keywords to
make sure high-intent traffic came to the
Selk’bag channel, improving profits
margins.

10. Email Marketing
Selk’bag prioritizes sending more
value-based, newsletters over sales-focused
email campaigns, keeping their readers
engaged.
We incorporated their current strategy into
our planning, while still promoting
incentives when we saw high engagement.
We also incorporated standard automations
including a welcome series, abandoned cart,
and follow-up emails to help produce
reviews and repeat purchases.

12. Results
We activated our campaigns in July of
2020 and began seeing stunning results by
October of 2020.
● 23 influencers activated
● Over 125 UGC pieces generated from
influencers
● 4.37% Google Ads conversion rate
● 9.35x Google Ads ROAS
● 4.2% FB Ads Traffic Campaign CTR
● 6.08 FB Ads Conversion Campaign
ROAS
● Improved online store orders by
209%
It’s safe to say we’ve had a successful
partnership with Selk’bag, and we’re
excited to continue growing with the
brand.

13. Key Insights
Our learnings from Selk’bag are congruent
with those of other successful campaigns
in our portfolio.
● Utilizing Influencers/UGC to improve
ad performance and solidify social
proof
● Owning branded keywords in paid
search
● Strong PR partnerships (Buzzfeed,
Gear Junkie, Geek Dad
● Attention to social/environmental
impact
● Most of all, a great product.

14. Let’s talk
If you feel like we might be a good fit for your brand,
please reach out to mikhail@bluelight.media.