Preparing for Launch: Pre-Launch Campaign Best Practices with Messi Store
Here’s influencer marketing at its finest..
With one of the largest pre-launch campaigns we have seen with Tapcart.
Here’s how The Messi Store tripled sales in one month with Tapcart..
And, more than doubled conversions on their mobile app versus their website..
Wait wait wait wait wait. Are you talking about Messi as in Leo Messi?
Yes I am.
As in World-Renowned Argentinian Soccer Player, Leo Messi?
Well, actually, they call it football there but, yes.
Dude. I am literally his biggest fan.
No. You are definitely not. I am 100,000% his biggest fan.
Have you watched every single match since before his Fifth La Liga title?
Yes. Did you cry uncontrollably of happiness after the Barcelona Manchester City match where they beat them 4-0 in October 2016?
Yes. Did you host a cocktail party at your personal home in celebration of his 2009 FIFA World Player of the Year award?
….No. I definitely did not host a cocktail party.
Do you have his mobile app?
[Looks blankly at Sharif] …Damnit!
Now, being that we’re his biggest fans in the world, we may be biased..
We think Messi is inarguably the best soccer player in history.
And, as one of the largest influencers in the world as a professional legend..
He is the de-facto ambassador of the official lifestyle and men’s fashion brand, The Messi Store.
The brand launched in 2019 with media fanfare and an event in Barcelona..
And, despite the e-commerce website crashing on the first night..
The event kicked off tremendous growth, inspiring the team to continually innovate their customer and fan experience.
Now, everything sounds like it should be fine at this point..
Superstar soccer legend with over three-hundred million world-wide Instagram followers..
And an eCommerce store to send them to.
Don't get me wrong..
They were doing fine, but this is Messi we’re talking about..
“Fine” isn’t enough..
They needed some world-class conversions.
The team saw that over ninety percent of the website visitors were shopping on a mobile device..
But, the mobile shopping experience wasn’t converting like it should.
For their team..
A mobile app just made sense.
And, this is where we came in..
Words from MGO Global Founder and CEO..
“We were looking for the next thing that this brand needs in order to actually fulfill a better experience to our consumers and followers.”
And, from their Communications Manager..
“A mobile app for Leo Messi’s brand was a huge opportunity to not only give his fans a premium experience but [to give] Messi brand customers a premium shopping experience.”
In 2020, the Messi store wanted to shift gears during the pandemic as online shopping spiked..
Leading them to launch a mobile app in November..
Just in time for Black Friday and Cyber Monday.
Maria Reask pointed out that she really thought it would take a lot of coding..
Just hearing the word “application” was a little intimidating..
And didn’t know how they were going to manage it..
But they soon realized how easy it could be with Tapcart.
Launching during Black Friday and Cyber Monday proved to be a successful app promotion strategy.
By messaging promotions and discounts as well as leveraging influencer marketing with Messi himself..
Mobile app downloads spiked..
Tripling their sales in the first month.
Maximiliano Ojeda pointed out that..
“Since launching, it has just been pure growth. [We’ve had] just thousands of new followers and downloads for months.”
Lookin at an actual post from their campaign..
The Messi team kills the game with app promotion strategies like this Insta post which highlights the seamless UX of the app.
With Messi's Tapcart-powered app..
Fans get exclusive access to Leo Messi signed item giveaways..
Access to drops twenty-four hours before everyone else..
And, stay up to date with the latest news.
Doubling down on the Messi Store app With Tapcart, The Messi Store has been able to reach its audience and customers all around the world.
Users can download the app from anywhere in the world and buy elite clothing from their favorite soccer player.
To date, The Messi Store app has been one of their highest-performing channels.
They’ve shipped to over one-hundred and twenty countries, and they’re able to connect with customers and fans all over the world.
Now, there are ten-thousand users in the app every month.
The Messi Store app converts two-point-four times higher than mobile web and desktop combined and has one-point-six times higher revenue per session.
Plus, app users are more likely to make purchases and spend more money than web users.
What’s in store for their future?
Maria says it best..
“It’s a mobile-first world. Especially for our demographic.
These kids and young people are on their phones all the time.
Our application just gives them the best overall experience, not only with shopping but with that exclusive content that we're able to offer as well.
And hopefully, one day those three hundred million followers will turn into three-hundred million downloads.”