How We Nailed Iron Mike’s Voice To Create Massive Engagement And Recurring Revenue Through Email

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Key Results Acheived

$500k+ in revenue generated by email marketing

Multiple sold-out new product drops, launched almost exclusively through email

How It Started

We partnered with one of Mike Tyson’s new physical product brands, IM-21, while they were in their pre-launch stage.


While Mike has a huge following on social media, that following was notorious for not translating into successful physical product customers in the past.


The co-owners of this brand brought 100 Celsius in to strategize and develop the customer engagement strategy for the brand, as well as develop and execute their email marketing program - both automations and campaigns.


It was critical that we executed their email marketing in a way that was congruent with Mike’s personality and voice, while also ensuring the brand was not overly reliant on Mike himself to generate sales.

What We Did

Our first step in working with this brand was to do a systematic analysis of Mike’s audience and their products. From there, we developed a step-by-step roadmap for rolling out a best-in-breed email & SMS marketing program.


Some of the key action items that we recommended and implemented for them include:


✅ Developing a suite of automations designed to onboard new customers and encourage replenishment


✅ Creating two recurring weekly content pieces (one from Mike, one from the team) that serve as engagement and motivation to the audience


✅ Creating a “world” featuring several key people in the office at Team Tyson, allowing us to send both personality driven and offer-focused emails from different personas without degrading brand equity


✅ Creating powerful UGC and testimonial-generating automations that allowed us to collect hundreds of written testimonials


All of this had to be done in a very thoughtful and technical manner, as the brand was built on a custom ecommerce site with completely custom integrations throughout.

The Results

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Even though the brand is relatively new and the majority of revenue comes from a direct-response style front-end funnel, we’ve been able to generate approximately 16%+ of their total revenue through email marketing since launching.


We’ve also helped them execute an incredibly successful launch of their second hero product, selling out almost exclusively through email within 48 hours

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Best of all, we’ve created massive engagement with the IM-21 audience, sourcing hundreds of amazing testimonials and reviews about their products every single month.


Want to see how we can help your brand achieve similar results? Schedule a no-commitment call with our strategy team today.

Need Help With Email & SMS?

Want to see how we can help your brand achieve results like this? Schedule a no-commitment call with our strategy team today.