How does a young brand increase awareness and reach a completely new set of customers? For Creativebug, the answer was Subscribe with Amazon, a self-service subscription marketplace.
“This is the first time we’ve been able to target customers who have not been exposed to an arts and crafts digital subscription product before,” said Ursula Morgan, CEO of Creativebug. “It’s helped us think about how we explain Creativebug to a completely new audience.”
Creativebug was founded in 2012 by Julie Roehm and her cousin, Jeanne, who wanted to create a platform for unlimited online classes, like Lynda.com, but for crafts.
“The subscription model was pretty new at the time we launched. We didn’t plan to be part of a movement, but now it’s really the place to be. By keeping the monthly subscription cost as low as a cup of coffee, customers can watch just one video and feel like they’ve gotten their money’s worth,” said Julie.
Julie and Jeanne built the site and launched with 50 video craft classes in just four and a half months. Today, they have more than 1,000 classes, including many from internationally acclaimed artists.
A Frictionless Experience for Customers
As Creativebug grew, they began to focus more on exploring promotional opportunities.
Julie and her marketing team connected with Subscribe with Amazon, as the subscription marketplace was just beginning to take shape. Creativebug was then one of the first companies to integrate and start selling with Subscribe with Amazon.
“Part of the Subscribe with Amazon integration included adding Login with Amazon functionality to our website and apps, reducing friction for customers,” said Julie. “With just one click, customers moved from Amazon to Creativebug super smoothly. The process was easy; the steps were spelled out clearly and the scope never changed.”
With step-by-step integration guides and live technical support, Creativebug had all the necessary resources.
“The documentation is second to none. From marketing requests to technical support, Subscribe with Amazon provided us with everything we needed,” said Ursula.
Creativebug Reaches a New Audience
Once the integration was complete, Julie and her team started to run price promotions to target customers who were likely to have an affinity for arts and crafts.
“Subscribe with Amazon has helped us reach an audience,” said Julie. “One of our biggest challenges is that we are a young brand, and we need to let people know who we are. Being part of Amazon’s Deal of the Day and the other marketing that Subscribe with Amazon is doing really helped our brand awareness. Every promotion brings even bigger numbers because more people have seen us around.”
And as a Subscribe with Amazon launch seller, Creativebug has been able to leverage automated on-site placements, emails, and on-device campaigns. They have also participated in some of Amazon’s key shopping events that drive massive traffic, like Cyber Monday and Black Friday.
Leveraging Amazon’s Subscription Experience
Throughout the process, Subscribe with Amazon and Creativebug ran tailored campaigns to reach active, qualified shoppers. These campaigns have helped Creativebug work through challenges and business decisions, like how to refine Creativebug’s messaging when communicating to a new audience.
“Amazon’s knowledge of the subscription industry has been so helpful. We always get great ideas from the team,” said Julie. “It’s so easy to experiment and try new things.”
“It’s like looking at our business through a different lens,” said Ursula. “The team has helped me with some of the challenges I’ve had. We share ideas, come up with solutions, and learn together.”
Steady Growth and a Powerful Long-Term Opportunity
Creativebug has been a part of the Subscribe with Amazon program since the beginning, experiencing first-hand how Amazon can expose a brand to a completely new audience. Going forward, Creativebug continues to see Subscribe with Amazon as a large opportunity.
“Subscribe with Amazon has the opportunity to be very powerful for Creativebug,” said Ursula. “It has grown steadily over the past six months, and I can see how it will be meaningful for our business in the future. I’m happy about that.”
About Subscribe with Amazon
Subscribe with Amazon offers a new way to reach millions of Amazon customers. Sellers can leverage Amazon’s highly trusted brand, extensive subscription experience, and deep understanding of customer behavior to surface their subscription to qualified shoppers. Learn more about selling your apps in the subscriptions marketplace.