Social Proof Sells

Challenge: Plant Baby launched a subscription plant milk business with 4 core products, called Kiki Milk. The prices ranged from $30 - $50.

Solution: In the first 2.5 years the business generated $6 million in revenue and 50,000 customers. We spent $200,000 on advertising and developed creative assets from 10 independent creators. We launched an affiliate program that accounted for 30% of revenue. We increased the average order value to $60, bundle rate to 1:1, and our emails and SMS earned $1.35 million.

Learnings: Consumers are risk averse to new products on the market. Social Proof moves consumers from disbeleif, to curious disbeleif, to purchase. The way new brands can get social proof is through product reviews from friends, video reviews from influencers, affiliate posts, press mentions, and free samples.