Bonfire's Linktree integration allows your community to shop your top campaigns or visit your full store without ever leaving your Linktree profile. This creates a seamless buying experience across all of a users platform.
This new integration is something that any users have access to, but we knew that creators were our target audience. Creators are always trying to figure out ways to ensure that their communities are in the loop and know how to get to their other platforms. This integration allows a Bonfire seller to put their merch right in their Linktree, alongside any other links they want to share!
We worked directly with Linktree to ensure that our promotion was in line with their go-to-market launch showing off a few new features of theirs. We got to work so our promotion plan was perfectly in place and ready to go when we got the green light!
Challenges
As this integration went live and was ready to be promoted, our product team was running an experiment to reduce the amount of conversations on the platform without degrading customer experience or conversion rate. With that being said, we hid our Intercom bubble that is usually present and limited the number of in-app messages we pushed to users.
email
Our email promotion was ready to go. The most important thing we wanted to get across was the seamless buying experience and the simplicity of it all. People could always add the link and create a button to Bonfire, but with this new integration, it would show a "shop" instead! We ensured our graphic showed just that.
We had a 31% open rate on this email.
Header design by Maddie Summers, Lead Marketing Designer.
Collaborative email with myself and Joe Kelly, Director of Growth Marketing
Social Media
With the promotion date nearing, we decided to do a little bit of a teaser!
In series #1, you will see the seemingly obvious Linktree logo separated by two slides. We prompted the audience and only one person noticed what it was! Although it seemed obvious in the design phase, we knew the user experience would be very different when on mobile seeing one at a time.
Series #2 made sure to explain exactly what the Linktree Integration can do for them. When someone is reading, they are often thinking "what can this do for me?" We made sure to make that very clear.
Series #3 started with a bold statement regarding their merch. This was important to bring the conversation back to the core of our business, the merch! We continued with the same cohesive branding, pushing the Linktree logo, the user interface, and Bonfire merch.
Social Media Content Creation by Caroline Campbell, Product Design by Dan Strogiy, Design by Maddie Summers