20 million subscribers worth of social proof
The situation:
In 2022, the YouTube gamer Technoblade had reached his goal of 10 million subscribers, but tragically passed away months later from cancer. The community he left behind continued to grow, but, without its leader, lacked direction. The company that took over e-commerce operations saw declining sales and feared that continued business would be unsustainable.
The insights
Technoblade.com was no longer just about a YouTuber who was actively driving engagement, it had become a brand and a fandom living on its own—a shift that had gone under the radar. We needed to support that community, while also not letting it drift directionless. We need to get to know who we were serving and what drives them. Moreover, fundamentals of the business needed to be addressed to improve both net sales and margin.
The strategy
We put a renewed focus on community engagement, quality products, and lower COGS. A marketing approach that had mostly been pushing merch discounts shifted to more storytelling, hype-building, and bringing fun back into the brand. Within a few months we were able to add millions of new subscribers, increase both order values and margins, and re-engage past fans.
Focus on what matters.
I’ve helped dozens of brands cut through the noise.
Wesley Gant 