This motto inspired the company's founding in 2017. While traveling the world, founders Johannes Lutz and Christoph Lung realized that liquid shampoo and shower gel in plastic packaging are simply a hassle on the road—not to mention the environmental damage. Their 2-in-1 solution: a solid shampoo that doubles as a shower gel. Proving they are more than just talk and truly rocking their Duschbrocken vision, they succeeded in a Kickstarter campaign and on the show "Die Höhle der Löwen." In 2023, they well-deservedly celebrated their 5th anniversary with 200,000 customers and 4 million plastic bottles saved to date.
Make the bathrooms of as many new and existing customers as possible plastic-free
For many years, the brand has invested in its mission to make liquid products and plastic in the bathroom obsolete, consistently launching new products alongside the classic Duschbrocken and matching accessories. This was also the case for their birthday. In preparation for their 5th anniversary, Duschbrocken launched the solid deodorants "Milde Hilde" and "Deo Theo," as well as the anniversary edition "Cool Raúl." Beyond the community, which is vital to the brand, the campaign aimed to get new customers excited about the product launches.
Reach new customers with a secret sale
In collaboration with the brand, we launched a birthday promotion that went down in company history, achieving even greater success than the hype following "Die Höhle der Löwen" or their advent calendar launch: Duschbrocken generated €211,000 in revenue from the campaign in just 24 hours.
The background: For the two days leading up to the birthday, the shop was only accessible via password. Customers received this password by signing up for the Secret Sale newsletter. The highlight: users could purchase the brand-new products and the exclusive anniversary set before anyone else, and at a discount.To reach as many new customers as possible, we promoted the Secret Sale to prospects using static ads and videos via paid social two weeks before the big birthday party. We set up a classic lead campaign, dividing the ad sets into prospecting and loyalty.
Additionally, the brand promoted the event via email, WhatsApp, and social media to encourage existing customers to join the Secret Sale.
FOMO and exclusivity create powerful incentives
A price discount, a free personalized engraving in the set, and the 48-hour time limit created strong incentives to sign up for the newsletter. As a result, we achieved great ROAS success in prospecting. The success with the target audience suggests that the Secret Sale mechanism should be considered for other sales events, such as Black Friday.
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