ICARUS SHADES
Taking Advantage
Of Opportunity
With the 2024 solar eclipse passing through the central United States—and the next one not occurring for another 25 years—this was an unmissable opportunity. The goal was clear: capitalize on the event and generate significant revenue with a well-timed product launch.
the Desired Outcome:
Design and manufacture certified solar shades and sell all 500,000 units before the 2024 solar eclipse.
Building A Flash Brand
Given the short shelf life of the product, the brand needed to stand out. We chose the story of Icarus, symbolizing the dangers of underestimating the sun. This ancient tale provided a strong narrative for the brand, reminding consumers to take the sun’s power seriously—an idea that tied perfectly to solar eclipse safety.
product Design
We developed a unique solar shade product that included educational information on how an eclipse works. The shades were ISO and CE certified after rigorous testing to ensure safety and compliance with international standards.
website Design
To drive sales, we built a user-friendly website featuring a countdown clock to the eclipse and an online store for customers to buy anywhere from 1 to 100 shades. We also created a vendor portal for bulk buyers and offered special deals to schools along the path of the eclipse.
maximizing
Social Media
Social media was our fastest route to reaching potential customers. We developed a variety of imagery and messaging, then tested them in real time to optimize performance. The ads generating the most conversions were pushed, maximizing cost-per-click efficiency and driving significant sales.
Optimizing
In-Person Sales
To tap into in-person sales, we equipped our office with tools for shipping online orders and used point-of-sale software to handle payments via cash, credit cards, and platforms like Cash App and Venmo. We also deployed a branded vehicle to sell in high-traffic areas along the eclipse’s path and partnered with local businesses, offering discount codes for those that allowed us to display posters.
the Outcome
The campaign was a resounding success. We saw record sales in a very short period, with demand skyrocketing as the eclipse approached. Two weeks before the event, we sold out of all 500,000 units, generating a 40% profit on the initial investment.
