Started in January 2017, DeskGlam was a monthly subscription box that focused on delivering the most creative and inspiring desk accessories to subscribers across the world (USA, Canada, Australia and more!). The initial test launch of the idea resulted in a highly-qualified email list of an impressive 1,000 potential subscribers in just 4 weeks. At the time of launch, I experienced an initial 20% conversion rate. Through it’s time on the market, I self-marketed and promoted DeskGlam to it’s height of 350 subscribers in a short time span of 3 months.
I solely founded and led the direction of the entire DeskGlam operation from creating the idea, to building pre-launch excitement, to meeting with investors, to designing and building the website, creating social media content, working with influencers, partnering with vendors and wholesalers to source potential products, to marketing and customer service to current subscribers, and took DeskGlam from just an idea to an actual product within 8 weeks.
Engaging in influencer collaborations and partnerships was pivotal to DeskGlam’s success. One of the first ideas that was executed during the product testing phase was to create a ‘DeskGlam Social Media Rep Search’ which included sharing a picture of our eye-catching, bright pink box to a user’s personal Instagram or Facebook, using a specific hashtag, tagging the DeskGlam handle in the photo and giving us a reason for why that user should be picked as DeskGlam’s Social Media Rep. This initiative singlehandedly increased DeskGlam’s social media figures to 5,000 followers on Instagram from a mere 300 upon starting. Analysis showed that 60% of our business was driven by traffic from Instagram and thus I began to heavily focus on Instagram marketing. I also worked with various YouTubers and Bloggers for grassroots marketing exposure and giveaways, utilizing their audience and influence to create overall brand awareness and generate qualified leads.
All photography and visual content was styled, photographed and edited on my own, using a Canon DSLR and/or an iPhone. All social media communication, messaging, content and brand ‘feel’ and ‘voice’ was also self-developed and created, including the design of both DeskGlam boxes (the design we initially launched with and the evolved 2nd phase version).