Unorthodox Yukon (2023)

Unorthodox Yukon is a boutique shop that curates collections of one-of-a-kind, jewelry and fashion created by Indigenous artists who are inspired by their traditional design cultures, stories and processes.

 
 

Client

Unorthodox Yukon


The challenge

The store owner/curator had organically cultivated a large and loyal social following (10K+ @UnorthodoxYukon), an international reputation with wearable-art collectors and strong relationships with pre-eminent Indigenous creators. But managing the growing demand was becoming unviable and overwhelming. The online store experience was clunky, tracking inventory and shipping was done manually at the Whitehorse retail location, there was no measurable marketing strategy, and there was no formalized database for future sales.

Shot in the Dark was hired to help Unorthodox shift business to its online store to streamline business processes and focus on digital marketing to grow sales, appreciate loyal followers (motivated buyers), and gain insight about customers and sales channel performance.

 
 

DELIVERABLES

  • Marketing strategy and business plan 

  • Update Unorthodox Yukon’s brand (story, identity logo, style guide, photography, social channels)

  • Complete rebuild of the Unorthodox Yukon website and online store (built on the Shopify ecommerce platform) integrated with a new POS system and @UnorthodoxYukon Meta storefronts

  • Create social media content and schedule, benchmark digital ad campaigns and email marketing programs

  • Report sales analytics and marketing performance

Strategy

Shot in the Dark worked closely with Unorthodox staff to audit their business goals and workflows, identify opportunities for growth and efficiencies and then integrate the right platforms, tools and tactics to facilitate their objectives. We partnered with Patio Social to integrate the new Shopify store with @UnorthodoxYukon Instagram and Facebook stores and develop strategic digital campaigns and email marketing programs. We also took care to find ways to understand and educate about authentic Indigenous design (appreciation vs appropriation) and the value of Indigenous beading with a focus on celebrating the artists.

 
 
 
 


RESULTS

  • An inviting shopping experience  – from navigation and collection tagging to browseable “lookbooks” and easy order checkout

  • Streamlined back office workflows for adding products, managing inventory and fulfilment, shipping, accounting and marketing automations on the Shopify ecommerce platform

  • A brand identity, story and content that reflects the value of Unorthodox Yukon’s Indigenous collaborators and curated products. 

  • 228% increase in online sales (September 2023 vs September 2022) 

  • Increased social engagement (reactions, comments, shares): 325% increase on Instagram; 125% increase on Facebook *Reporting period of 90 days after launch

  • Email marketing program earned 60% increase in subscribers, 90% of inventory sold

  • Customer segmentation and store performance insights to inform new selling tactics


Project Team

Kelly Milner: Project Producer (strategy, business plan, content creation
Amy Lennon: Digital Producer (strategy, content development, e-commerce design + integration, social marketing)
Mark Rutledge: Brand Design
Brooke Amy: Fashion Photographer
Isidore Champagne: Still Photographer