The Boot Buddy is the invention of two brothers who were sick of being told off by their mum for bringing mud into the house. Frustrated with the lack of a quick and easy way to clean their football boots, brothers Aaron and Gaz initially tried to make a makeshift cleaner using a water bottle, plastic knife and a washing up brush. Realising there was an opportunity here, the pair then took the idea and had proper designs drawn up. After looking at all the different variations and possibilities they landed on a design they were happy with.
Boot Buddy even featured on Dragons’ Den, winning support from Peter Jones, Deborah Meaden and Touker Suleyman. Each dragon invested £20,000 for a 10% share of the business respectively.Today the product selection has widened from the original football boot cleaner into shoe cleaning sprays and cleaners for pets.
Boot Buddy had the backing of Dragons Den and was stocked in a number of big-name stores including Sports Direct, but the client was in search of eCommerce success. Digital Media Team appeared to be the perfect match, and Boot Buddy signed up for paid social, PPC and email marketing services. A full-funnel, omni-channel marketing strategy needed to be put in place in order for the client to grow and scale for online success. The client also wished to break into different international regions including the US and Europe. An additional challenge came in the form of the COVID-19 lockdown, which unsurprisingly threw a spanner in the works as grassroots sports was cancelled across the nation.
The initial results for Boot Buddy have been strong despite the tough circumstances. After a few months of service, with the end of lockdown on the horizon, we have generated an average ROAS of 4.87 on Google and 3.78 on paid social.
Almost 20% of the client’s revenue comes from email marketing. 18% of this revenue is generated from flows, a testament the power of automation within Klaviyo. We generated £168,329 in 90 days from a welcome series flow, which made up just over 10% of the total revenue generated from the Boot Buddy website during that period.