Only the fittest will survive in the fiercely competitive e-commerce jungle that is Amazon. Home scent brand Flippin Happy was prey in the world of predators when they approached xAgency. Competing in an industry that was dominated by aggressive Chinese brands, Flippin Happy needed a brand overhaul to differentiate itself and visually and search optimised product listing pages to increase its market share.
xAgency was also approached as a strategic partner to co-own the brand, fund it, broker the deal and scale its growth to be used as a model to acquire more e-commerce businesses.
How do we flip Flippin Happy using our internal expertise and capacity?
This was the question we needed to answer to demonstrate proof of concept and use it as a springboard for future ventures. There was a lot of work to be done but it was imperative to identify Step 1 of many to turn around the brand.
After doing an audit of the current home scent space in Amazon, it eventually became clear that the lowest hanging fruit we can pick is to improve Flippin Happy’s branding – to position it as the better, more scent-sible option for its target tribe versus similar and competing products in the market.
xAgency embarked on a full-on rebranding overhaul from packaging, building product listing pages that follow Amazon and marketing gold standards, to building a personality-oozing website where prospective customers can get to know Flippin Happy up close and give the business a different avenue to generate leads and sales.
Before, Flippin Happy was a wallflower brand. Swap out its name with any other home scent name and it wouldn’t make a difference which is a big disconnect from the level of thoughtfulness and amount of resources that went into the actual product development.
xAgency was able to create a stronger packaging that is better aligned with what Flippin Happy represented. This exponentially improved the customer experience even prior to the customers using the product.
Visually streamlining the Amazon product listing pages provided a brighter branding spotlight that made Flippin Happy’s differentiating product benefits more visible and tangible to its intended audience. A user experience-centred design philosophy was employed to guarantee an enjoyable shopping experience. The product listing pages were also optimised for Amazon searches, making it easier for ready-to-buy customers to find Flippin Happy at the point of purchase.
The new Flippin Happy website deviates from the dime a dozen look of its competitors, setting a new benchmark for the brand without losing touch with the marketing targets that need to be hit.
Co-founder and U.S. CEO of Afterpay