Win
Christmas hoodies
- Expected
- Hoodies would lead Christmas sales.
- What happened
- They underperformed. GA4 showed a male gift-buying audience.
- What I did
- Reframed marketing around tees as gifts for men. It converted.
Experiments log
Tests & learnings.
Growth marketing is mostly finding out what doesn't work, quickly and cheaply. This is my running log of wins, losses and what I did next.
Win
Euros waitlist and pre-orders
- Expected
- Pre-launch sign-ups would signal demand.
- What happened
- Pre-order and page-view data proved demand before stock was committed.
- What I did
- Used the data to win a stall at Battersea's Salad Days Market and launch early there.
Decision
Creator discount codes
- Expected
- Creator reach would drive sales.
- What happened
- Reach alone couldn't show what converted.
- What I did
- Gave every seeded creator their own code to track sales per creator.
Decision
Women's Euros shoot
- Expected
- A shoot would support the new design.
- What happened
- Social demand signals were low two weeks out.
- What I did
- Cancelled it rather than spend ahead of demand.
Decision
Market stalls vs online
- Expected
- Physical markets would scale sales.
- What happened
- Stock risk outweighed the return for a print-on-demand model.
- What I did
- Kept the brand online-only and turned down further markets and stockists.
Loss
Display stock at the market
- Expected
- Sell as much as possible on the day.
- What happened
- A friend advised keeping display stock back. I didn't, and sold out with nothing left to display.
- What I did
- Now I keep display stock back.
Loss
Ivy & Gold TikTok forecast
- Expected
- TikTok growth similar to my own brand's.
- What happened
- A mum-focused, Northern Ireland audience behaved very differently.
- What I did
- Now I research the audience before forecasting.