Harry Potter™ x Short Story

Harry Potter™ x Short Story will welcome you to Hogwarts and let you take the magic home with you. Whether its a mandrake from herbology class, polyjuice from potions class or just some good old-fashioned house pride, rediscover magic and live in a world that’s entirely your own with Harry Potter™ x Short Story’s magical new collection.

For our biggest launch of the year we strategised an engaging three-phase launch strategy. Content was at the core of this strategy to maximise impressions and conversions, each phase had their own content pieces and promotions designed to achieve their respective objectives. Mood boards, briefs and all assets (graphics, product photos, product videos, influencers, paid and organic content) were created for Warner Bros. approvals.

Build Awareness, Expand Reach & Generate Hype

- Published content sneak-peeked upcoming products to tease the collection and launch date

- Paid ads directed Harry Potter™ fans to our landing page for email sign ups

- Free trinkets incentivised viewers to join our Facebook Live Event on launch day

- Briefed and sent PR packs to influencers

Provide Value, Engage & Convert

- This is where the magic happened. Using a multi-offer approach across our channels enabled us to provide value to our customers, grow our segments and skyrocket our launch sales

- Launched with a free gift (Harry Potter™ earrings valued at $35) with purchase promo for orders over $200. This increased our cart size, AOV and conversion rate

- Bundled products into packs at a slight discount appealing to mega fans and value shoppers. This made it easier for fans to shop their favourite products while increasing our AOV

- Paid ads resonanted highly with the audiences we built out yielding high ROAS, CTR and conversion value

- The Facebook Live became our highest engaged livestream, with exclusive prizes and discounts given out to viewers. Afterwards, our site had a huge influx of traffic and sales

- Influencers boosted our reach and conversions even further. Creators received a kickback on all their sales, while followers received a discount on their order

Maintain Engagement & Conversions

- Collaborated with Smiggle in a joint Instagram giveaway to promote both brands' Harry Potter™ collections, it became our best performing giveaway

- Partnered with Warner Bros. at their Christmas in the Wizarding World event at Fed Square where we brought the magic of our products to life. This opportunity enabled us to showcase and sell our range in person and connect with many of our fans. We captured emails and handed out flyers with exclusive online discounts to redirect foot traffic to our online store

- We continued to roll out content across our paid and organic channels to maintain high sales volume throughout the peak November-December season

The Harry Potter™ campaign officially ran from September 22nd to November 4th, however, we continued to promote the range throughout the rest of November and December primarily through paid ads. In Q4, the Harry Potter™ range converted $390,617.43 in sales revenue at a 3.02x MER, exceeding the profitability target by 12% and revenue target by $243,387.82!

The Harry Potter™ x Short Story range is the highest grossing collection yet, with a 622% increase from the previous licensed collection. The huge success of this collection opened Short Story up to even more major licensing deals.