Retail for the Rad
HOW WE CAPTURED THE VOICE OF A GENERATION
SUMMARY
Five Below is a retailer whose aim is keeping its primary demographic (the über-cool tween set) up on the latest trends. The spunky chain of stores boasts 750+ locations and is leaving its rad footprint across the country. The most awesome thing about Five Below? As its name implies, it sells “cool stuff for $5 or less”.
To connect with the coveted 9 – 15 year-old demographic, the retailer engaged Full Plate Media to craft an e-commerce campaign that would resonate with children and speak their language. We took on this project with that demographic and their needs and interests in mind, got in touch with our inner child, and had a ton of fun! It was decided that strong and effective copywriting was the proper approach, so we got to work on overhauling the entire website. Originally, we were engaged for a short 2-month trial period, but we delivered big time and were asked to continue our work indefinitely.
In short, this project has been cool AF.
DELIVERABLES
The main goal of this project is to increase audience engagement and e-commerce sales. Research showed that website traffic and online ordering was sluggish and an injection of excitement about the brand was needed.
Full Plate Media revamped the brand’s voice and made its e-content relatable to the targeted demographic. The young buy savvy demographic, known for its ability to identify insincerity a mile away, responded enthusiastically and this translated to increased sales and web traffic.
RESULTS
The project is still ongoing; however, metrics show increased e-commerce sales and audience engagement. The online copywriting, written in a voice that connects with the targeted demographic, has positioned Five Below’s e-commerce trade to become one of the most profitable segments of the retailer’s overall business.
