The Snez Secret Sale
When discounts stopped working, I stopped changing the discount and changed the story.
The Problem
In 2024 our sales stalled. Conversion was flat, and we'd run out of ideas that didn't involve a bigger discount. At the time, 28 believed discounting was the answer to everything, which meant we were competing with ourselves on price and running out of room.
The Insight
A bigger number isn't a reason to buy, it's just a bigger number. What the sale needed was a reason to exist, and a story people wanted to be part of.
We also had an asset most brands don't: Snez. She's loved by Australian mums, who actually enjoy watching her. So instead of Sam announcing yet another sale, I asked what would happen if she ran one without him.
The Idea
Snez takes over and runs a secret sale behind Sam's back: 51% off (the creatives says 63,67% cause we’ve been reusing this sale over and over again from 2024-2026), plus her Busy Mum's Guide ebook that i could easily make with existing contents. The sale became a bit of playful drama, with Snez in on the joke and the audience in on it with her, rather than a promotion with a percentage on it.
The Constraint
We had tight deadlines, so the idea had to be fast to make. I built it to run on reused content and low-touch shoots, so we could launch quickly and keep it running without a heavy production cycle each time. The story did the heavy lifting, so the execution didn't have to.
(Creatives shown here are reused images and footages from past shoots as a start while organizing an hour shoot with her to capture some piece to camera and the essence of the sale.)
What happened
It took off. It was one of our successful sales campaign and we kept it running for a long time (ran it again in 2025 and 2026 with different discounts) because it kept working.
What I learned
A story gives a discount somewhere to land. The offer got people to look, and the characters got them to care.
The right face matters more than the right number. Snez's relationship with her audience did work no discount could have done.
When you're out of ideas, look at what you already have (a person, a relationship, a dynamic) before you reach for a bigger price cut.