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Charlie's Soap

V9’s targeted email strategy and revamped social media approach helped Charlie’s Soap boost revenue, clear out discontinued products, and build a stronger community online!

Charlie’s Soap is a family-owned North Carolina brand known for its natural, effective laundry products that are tough on stains yet gentle on sensitive skin. With a focus on sustainability, their biodegradable formulas are made with mineral-based ingredients, and their philosophy centers around efficacy, sustainability, and family values.

Increase in monthly transactions
0 %
Of discontinued product sold in less than a month
$ 0 K+
Increase in Instagram engagement
0 %
“

I’m just glad that no one thought we were going out of business!  A year’s worth of overstock is just about gone, thanks to this sale.
– C. Taylor Sutherland, III – VP, Charlie’s Soap

”

Challenges

Charlie’s Soap, a family-owned natural laundry brand, faced two distinct challenges in separate marketing efforts:

 

  1. Clearing Out Discontinued Inventory: After a website and packaging redesign, Charlie’s Soap had a surplus of discontinued products in old packaging. They needed a fast and effective way to move inventory while maintaining brand integrity and maximizing revenue.
  2. Strengthening Social Media Engagement: As social media landscapes evolved, Charlie’s Soap wanted to increase engagement on Instagram and Facebook, foster a stronger sense of community, and create a more dynamic content strategy that resonated with their loyal customer base.

 

Both challenges required distinct solutions, but the goal remained the same: increase visibility, engagement, and revenue while reinforcing Charlie’s Soap’s brand presence.

Solutions

To address these challenges, Volume Nine implemented two separate, highly targeted strategies:

 

1. Email Marketing to Clear Discontinued Inventory

    • Developed a two-part email campaign offering a 25% discount on clearance items.
    • Used the term “Vintage Charlie’s” to create urgency and exclusivity.
    • Tailored messaging based on customer segments: one email with a traditional approach and another with a more personalized touch, including first-name personalization and an emoji in the subject line.

 

2. Social Media Engagement & Content Strategy

    • Analyzed performance data and shifted focus to user-generated content, showcasing real customer photos and videos.
    • Featured local retailers and community stories to strengthen relationships and trust.
    • Created behind-the-scenes content highlighting the Charlie’s Soap team and brand personality.
    • Launched a content creator program to feature authentic product applications and user experiences.

 

V9 Services

  • Email Marketing
  • Social Media Marketing

Results

1. Email Campaign

  • $47,080 worth of discontinued product sold in under a month
  • First email generated $27,257.31 in sales with a 24.3% open rate and 9.4% CTR
  • Second email generated $19,822.89 in sales with a higher open rate and 7.1% CTR
  • Campaign contributed to 25% of total web traffic for the month
  • 134% increase in month-over-month onsite transactions

 

2. Social Media Performance

    • Instagram video views up 111.1%
    • Instagram engagement rate up 175.4%
    • Instagram organic engagements up 76.9%
    • Facebook organic engagements up 45.7%
    • Facebook organic engagement rate up 103.3%

 

These two strategies helped Charlie’s Soap increase revenue, strengthen its social presence, and build a deeper connection with its customer base—paving the way for long-term brand growth.