Case Study

Blue Sky Clayworks

From B2B Manufacturer to a B2C Powerhouse

Client: Blue Sky Clayworks, a well-established name in seasonal décor, had been producing their coveted Clayworks Candle Houses for over 20 years. With a legion of loyal collectors eagerly awaiting each year’s Halloween, Thanksgiving, and Christmas releases, the company had built a strong B2B presence, selling thousands of pieces through big-box retailers.

Challenge: While Blue Sky Clayworks thrived in the retail space, they recognized the need to evolve and open a direct-to-consumer (DTC) operation. Their existing website, originally created for selling overstock items, received little attention as most customers preferred purchasing their products in stores. The opportunity to transition into B2C became more evident when they secured a licensing deal with Hello Kitty. This presented both a challenge and an opportunity to appeal to a broader, younger demographic, alongside their traditional audience of collectors.

The Process

Our Approach:

Website Overhaul: We began by redesigning the outdated website, making it more user-friendly, visually engaging, and optimized for online shopping. The goal was to make Blue Sky Clayworks a destination website for both new and loyal customers.

Social Media Strategy: Given their core audience’s demographics, we initially focused on Facebook and Instagram, targeting collectors aged 45 and older. Through engaging content, promotions, and seasonal campaigns, we increased brand visibility and drove traffic to the new website.

Targeting a Younger Audience: When the Hello Kitty collaboration was announced, we adjusted the marketing strategy to appeal to a younger demographic. By leveraging their existing customer data, we expanded outreach efforts, incorporating broader online campaigns and influencer partnerships to attract a new audience to the brand.

Results: Within just three months of launching the new website and social media campaigns, Blue Sky Clayworks surpassed their previous year’s total sales. The combination of enhanced photography, user-friendly design, and targeted online marketing helped reposition the brand as not just a seasonal favorite, but as a direct-to-consumer destination.