TrapStix Lip Balm Company is a trendsetting online lip balm shop, offering their first-rate all-natural products and exceptional customer service to shoppers from the comfort of their own homes. They’re a business made up of innovators and forward-thinkers, with the drive to constantly update and improve the online shopping experience.
Riding the wave of the pandemic, this business soared to over 100,000 TikTok followers and six-figure earnings within its early stages. But as the world shifted back to normalcy, their viral success faced a new challenge. Audiences evolved, content preferences changed, and the founder herself craved new creative avenues. With their signature hustle, they knew one thing: it was time to pivot. The question wasn't if, but what direction would fuel their next chapter?
TrapStix's initial success masked a hidden truth: their foundation needed rebuilding. We tackled this head-on, prioritizing digital PR monetization and evaluating their sales ecosystem for automation opportunities. Our mission? Dominate the lip balm niche in the digital landscape.
First, we analyzed rivals and strategically reduced the price point from $4.99 to $2.99, making TrapStix a more tempting offer. Recognizing the potential for growth, we migrated their platform from Wix to Shopify, paving the way for greater scalability, while decreasing the shipping cost to increase conversions.
A glaring gap was the lack of consistent customer communication. We filled it by setting up automated email sequences in Klaviyo, designed to capture leads and nurture them into loyal customers.
However, success wasn't just about numbers. We amplified the founder's story, building brand credibility through secured press placements. To further boost visibility, we implemented targeted paid ads aimed at increasing brand awareness and lead generation.
In essence, we didn't simply tweak TrapStix, we orchestrated a digital renaissance. By building a robust foundation, refining their message, and maximizing online presence, we set the stage for their next wave of success.
Digital PR monetization thrives on a strong foundation and predictable sales. To ensure this for TrapStix, we went beyond securing exciting features. We delved into customer data and market research, empowering them to understand their audience and adjust their pricing strategy. As their trusted advisors, we guided them through this pivotal year, urging them to view their business through a data-driven lens.
The results? Secured placements in powerhouses like Atlantic Tribune, Grind Pretty, Rolling Out, Black Enterprise, Sweety High, and Essence, generating 1 million impressions and 30,000+ online readers. This translated to a 110% opt-in rate increase and sustained website traffic growth, shattering their initial numbers.
It wasn't just press clippings; it was a digital transformation born from insights. By harnessing the power of data and embracing a strategic shift, we positioned TrapStix for continued success, proving that PR monetization is more than just headlines - it's about building a business that thrives and generates revenue on every marketplace they touch.
"The partnership with Farah and her team was truly exceptional. What set them apart was how they operated as if they were actual stakeholders in our company. Farah remained consistently accessible, presented fresh ideas, and demonstrated a genuine investment in our brand's success. This level of dedication is rare among agencies. They acted as though they had a personal stake in our outcomes—as if their own investment was on the line. This unexpected commitment proved to be the most valuable aspect of our collaboration."
~ Ron Hilliard, Owner of TrapStix Lip Balm Company
