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A bathroom stall is an unlikely place to launch a brand. But at Coachella, Benjie put real bandages on tear-off flyers where someone with sore feet might actually need one.
The founders hoped to sell 20 boxes in their first week. They sold out the collection and reached more than 1 million views without paid media.
Today:
We unpack Benjie’s Coachella launch, set an alert for unusually large discounts, cover what’s changing in ecommerce and answer one question that may be holding shoppers back.
Today’s Deep Dive
How Benjie Turned Coachella Blisters Into a Sold-Out Launch
Benjie makes colorful, design-led bandages for adults. Its bandages use bamboo fabric and are latex-free.
For its launch, Benjie went to Coachella, where sore feet are practically guaranteed.
The founders’ first-week goal was 1,000 views, 100 followers and 20 boxes sold. Founder Tessa Cohen says they ended the week with more than 1 million views, 7,000 followers and a sold-out collection.
They made the sample useful immediately
The founders handed festivalgoers cards with a Benjie bandage clipped to each one. Then they put tear-off flyers in bathroom stalls, with a real bandage attached to every tab.
The placement mattered. Someone with a blister might retreat to a bathroom. There, they could take a bandage and use it immediately. The flyer didn’t have to persuade them that blisters were a problem.
Benjie’s tear-off flyers. Source: founders’ interview.
Every sample became a chance to spread the story
The team filmed people discovering the cards and flyers, restocked the flyers as they disappeared, and posted one to three pieces of content a day. They also handed bandages to people they met at the festival, including creators whose reactions became content.
Festivalgoers began sharing the flyers on their own stories. The bathroom placement got Benjie in front of people who needed the product; those posts took the idea beyond Coachella. The founders say they used no paid media for the launch. Watch the founder talk about it here.
What to copy
Find the moment your customer is most likely to need your product.
Put a usable sample or demonstration in front of them at that moment.
Film the real reactions and make it easy for people to share what they found.
Have enough stock ready if the launch catches on.
The best launch puts your product in someone’s hands when they’re already looking for a solution.
Presented by Roku
Blu Dot surpasses 2,000% ROAS with self-serve CTV ads
Home furniture brand Blu Dot blew up on CTV with help from Roku Ads Manager. Here’s how:
After a test campaign reached 211,000 households and achieved 1,010% ROAS, the brand went all in to promote its annual sales event. It removed age and income constraints to expand reach and shifted budget to custom audiences and retargeting, where intent was strongest.
The results speak for themselves. As Blu Dot increased their investment by 10x, ROAS jumped to 2,308% and more page-view conversions surpassed 50,000.
“For CTV campaigns, Roku has been a top performer,” said Claire Folkestad, Paid Media Strategist, Blu Dot. “Comping to our other platforms, we have seen really strong ROAS… and highly efficient CPMs, lower than any other CTV partner we've worked with.”
Using Roku Ads Manager, the campaign moved from a pilot to a permanent performance engine for the brand.
The How-To
The How-To
How to Catch Customers Stacking Discounts
You have a welcome code, an influencer code and a sale running at the same time. A customer finds a way to use more than one, and the order gets a much bigger discount than you planned. Shopify Flow can email you when an order’s discount is unusually large, so you can investigate before more orders come through.
Step 1: Install the alert
In Shopify admin, go to Apps → Flow → Create workflow → Browse templates. Search for “Get notified about large discounts on new orders” and click Install. Shopify provides this template.
Step 2: Set your limit
Open the template’s condition and set the discount amount that would make you check an order. Then add the email address of whoever manages your promotions. Review the template’s example values before turning it on. Shopify’s setup guide shows how to edit and test templates.
Step 3: Test it
Run the workflow against a test order or an existing order with a large discount. Check that the email arrives, then click Turn on workflow.
This alert won’t prevent discounts from stacking. It tells you when the final order discount needs a closer look.
While You Were Building
In the Headlines
TikTok says new GMV Max features will account for affiliate costs, coupons and fees when showing returns. If you run Shop ads, compare that fuller view with your own order margin. Revenue after ad spend alone can make a campaign look healthier than it is.
Express Pickup is available at 500 stores and is set to expand nationwide in the coming weeks. For brands selling gifts, the question is what you can still promise a shopper who has left it too late for standard shipping. Make your delivery cutoffs and any local pickup option unmistakable.
Merchants can enable automated return, shipping and other policies that update as store settings change. That could save setup time, but Shopify says merchants remain responsible for compliance. Read the generated wording before putting it in front of customers.
New reports show purchase-order costs, transfers and open orders. If you’re ordering holiday stock, check what is still on order against what has actually shipped or been received before committing more budget to those products.
On Socials
Grok’ Bot has been getting attention for how easily you can set up a team of agents. Now Shopify connects to both Grok and Grok Bot, so those agents can run your store.
Im super excited for this one. Im a sucker for dashboards. It just helps you get a sense of your numbers in a glimpse. Now with Claude dashboard you can easily create dashboards with all your business data.
💬 Today’s Growth Rep: Answer One Question Before Checkout
Find a question shoppers keep asking before they buy, and put the answer where they make the decision.
Why this works:
A shopper who has to contact support may leave before getting an answer.
The same question in several conversations points to missing information on the page.
Your rep:
Read ten recent pre-purchase chats or emails about one popular product.
Pick a question that appears more than once, such as sizing, compatibility or delivery timing.
Add a clear answer near the product’s Add to cart button.
Check the page on mobile to make sure the answer is visible.
Report: “One buying question answered.”
Let the next shopper find the answer without asking.
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