In this episode we chat with Dropps’ CMO, Elena Lécué
Since 2006, Dropps has been creating green household products like laundry and dishwasher detergent.
The brand started as a retail-focused CPG, but pivoted aggressively to DTC in the last few years.
Let’s dive in:
🎁The Unboxing Experience
The company recently re-branded and Elena prioritized perfecting Dropp’s unboxing experience.
Using fun visuals, a unique box style, and creative copy, the brand prominently features it’s “Why” on the packaging.
This strategy immediately improved performance on influencer campaigns, which translated to conversions.
🚨TIP: Dropps includes a QR code on their packaging, making it easy for customers to reorder! Try this with your brand!
🌱 Eco-product education
During their rebranding, Dropps aimed to frame their product as both a powerful cleaning tool and eco-friendly option.
This dual positioning led to their new slogan: “Powerful cleaning from nature. Zero BS.” (b.s. = bad stuff)
The statement brings to life the functional benefit of powerful cleaning, with the reassurance of zero bad elements and environmental friendliness.
“The first key to success is the simplicity of messaging in making the environmental impact extremely tangible.”
“Anything that’s quantifiable is going to be so much more effective than vague statements about mission and vision”
Dropps has kept two million plastic containers out of the natural environment. How’s that for quantifiable?
While eco-friendliness is core to their brand, focusing on the power of Dropps improved performance more than anything.
📦 A DTC Exclusive
In 2016, Dropps made the rare move of exiting the retail space. 😳
Dropps founder, Jonathan Propper, had become frustrated battling against big CPG brands in the retail space.
Seeing the success of DTC brands like Dollar Shave Club, Harry’s and others, Jonathan made the decision to take all products off retail shelves and switch exclusively to DTC.
Since the move, Dropps has seen huge success with a 1553.48% growth rate.
In 2020, Inc. Magazine ranked the brand #289 of 5,000 in America's fastest growing companies.
Dropps struck viral gold… TWICE
First was “The Naked Truth About Laundry,” a viral video of their founder bathing in his own product, talking about the safety and efficacy of Dropps.
With over 3.9M views, it’s a top-notch piece of TOF content that consistently converts.
And it was all produced in house!
The second viral moment:
In May 2020, actress Jennifer Garner shared a video of her dancing in her laundry room with Dropps in the background.
Within 48 hours, Dropps had a video of Jonathan replicating the dance on TikTok, coupled with a dance challenge to engage their audience.
Eventually it was used as paid ad content as well.
📦 Amazon yes or no?
Not every brand is on Amazon, and that's ok.
However, as Elena points out “Amazon is about having an opportunity to bring new customers into the fold. I really see it as a trial channel.”
“It’s a really unique opportunity to convert away from mainstream brands you’re looking to convert from, and get to that more mainstream customer.”
“The customer that buys, let’s say Tide, isn’t going to be as likely to give their credit card for a DTC subscription.
But they still shop on Amazon, so it might be your only chance to speak to them or expose them to your product.”