Currently sitting at #1 in the Inc. 5000 rankings of the fastest-growing U.S. private companies, that is valued at $116 million USD is Loot Crate, a subscription box company that appeals to our inner 'gamers and nerds.'
The company based in LA ships out over 600k boxes of assorted merchandise, from Game of Thrones figurines to Breaking Bad T-shirts, across 35 countries in just one month.
So how have Loot Crate become so successful?
Loot crate knew that they wanted to attract their market through User Generated Content (UGC) which was created via the video platform YouTube through the ever so popular ‘unboxing’ videos. This is where someone would literally open a box on camera and enthusiastically describe each object.
Part of the appeal of these videos relate to the fact that our ancestors faced death on a day-to-day basis, so basically, we want to know what we can't see. Fear of the unknown then became a desire to be surprised – hence why toddlers like to play peekaboo and why we love to unwrap presents.
And until we can buy our own Loot Crate box, an unboxing video is the easiest way to get a glimpse of what's inside.
Having a clear idea of your target audience will help you create content that resonates. Using the UGC strategy proved to be very successful as the unboxing videos created a strong appeal to the ‘nerd & geek’ community, whilst also attracting other like-minded folks.
Loot Crate’s users are very active on social media; YouTube being the most popular, and Twitch. Loot Crate knew this and leveraged those channels to grow its awareness, the biggest example is creating a community section that includes influential YouTubers who have large audiences. Having a YouTuber with 500k subscribers rave about your product would then tap into an even more niche audience, plus providing a percentage off with that YouTuber provides more of an incentive to buy.
At the end of the day, the content you’re making is for the result of brand awareness and driving sales. It is so important to ask your audience what they think of your content and what they’d like to see in the future, because that first-hand market research will provide non-tampered valuable insights.
Loot Crate would engage with any customer that took a photo of their box and uploaded it to social media. And if people showed all of their items, Loot Crate would retweet them, or even include them as “featured Looters” in the print magazine that is included in every box.
Those are the best ways to get your content marketing noticed; create alluring content, build a strong community, distribute across the relevant channels and engage with your audience.
Do you need help? Contact us today and we'll guide you through the entire process.