The Shirt: http://teespring.com/if-found Current Amount Sold: 208 The Niche: They are targeting female runners. This page has a bunch of running tees, only a few have actually sold a good amount. What this guy has on his side is a pretty big fanpage at 53k. The fanpage has been up
since May of 2014 so it has had time to grow with them launching a number of shirts with designs that are pretty weak. The Design: Can you do this design? Lol, of course right? This is something you can do in about 2 minutes. Even if you don't have Photoshop this is the kind of design that you do with the Teespring designer with ease or any other simple graphic tool. Although, most of my shirts are a bit more than this one this proves my point that text-based shirts can work very well if the concept and targeting is good. This shirt could have had SOMETHING on the front, I can guaranee it would have pulled more sales. I personally think this fanpage's designs have gone too far down simplicity road, which in my opinion is the reason they are only have decent results instead of extraordinary results. You don't need extraordinary designs to have those results but this pages designs are just as plain as you could get them without looking ugly. Since they aren't really ugly they've had a handful of campaigns that were successful. If their designs were a little better they could be doing a lot better than they are doing, this particular page has been up since summer of 2014 and their most recent design looks exactly like their first design so they haven't changed up anything at all. I think these kind of designs are great when you are newer because you can do them yourself, and pump out a bunch of campaigns without having to wait on a designer but once you start seeing success I think you should bump up the quality just by a little bit at least one step above this pages designs, and you will see even more success. This particular design is as simple as it gets and I encourage newer people to try to go this route if you are having trouble finding a quick designer. You can create clean and simple text-based designs like this and put more attention on finding tailored concepts and then when you start seeing more success you can balance it out more.
The Concept: If Found On Ground Please Drag Over Finish Line this running themed shirt is aimed at females who run. If you've heard about people running the 5k or 10k, etc those people are the people this concept will resonate with. They like it because it is funny, it makes them laugh and the reason it makes them laugh is because it plays on a truth. During research I noticed people commenting on how well they could relate even after years of running running is tiring. This concept shows both the runners sense of humor and dedication. I love the concept as it is tailored to the running niche, and more specifically tailored toward female runners because the male runners macho-ness would probably make this campaign targeted males an instant failure. As discovered during research, when women shared the shirt with men, most of their responses were along the lines of, Nah, I got this!. Still, you should in no way rule out male runners, this page is mostly based on female running shirts so I ran into a number of guys feeling left out guys are passionate about running too. Instead of a concept like this one for men, I would play on that macho thing most of us men love to show off. Look for ideas tailored to the men. Possible Targeting Angles: Here's another very big niche that you can jump into and claim your piece of the pie! People who run those 5k and 10k, whatever k, they are passionate about what they do, any interests you find that contains one of those k's are good interests to work with. First, make sure you always make it easier on yourself by trying to use a tailored concept they can relate to! This shirt is obviously targeting women, and women are by far the biggest chunk of the market. Looks like the ideal age range for your ads would be women age 25 44, with the absolute highest age group being 35 44. Like I said earlier, just because men are the minority, it doesn't mean they should be ignored. Just stick to the goal
of the tailored concept. I do prefer selling to women by a long shot I'd say 70% of my shirts are tailored for women to wear, I think they are way easier to sell too. For this particular case, I would say the best bet would be to launch a shirt tailored for women and a different one tailored for men and see what works. Here are a few good interests to start: womens running community WRC tufts health plan 10k for women womens running magazine runjunkees Girls On The Run couchto5k running plan Fanpage location: Found: Running Humour
Copy, Banner & Approach: Here's a simple PPE photo post ad with the shirt on a white background with a yellow border. They stick to the same theme for the rest of the shirts on their page, exchanging the yellow border for different colors. I like their ad copy and their call to action is also good, I may test that variation out. You probably know my stance on Photo post ads at this time, soon I'll be performing and releasing a week long case study on Link post vs Photo post PPE ads which I'm excited to see.
What Fans Are Saying: Despite the super duper plan graphics, fans seemed to really love the shirt. The concept really drove success home here, with a better design, this would sell very well in my opinion. I got a couple requests here; someone said it should say if found on the ground bring me a margarita. I wouldn't ignore it, I would intersect that up and test it. There's another lady asking for a shirt that simply says(on the back) Honk If I Stop. The creator of the page agreed to create the t-shirt but I don't think they followed through. Any request directly from the target market shouldn't be ignored.