How A Silly Sunglasses Company Has *Seen* Global Success

How A Silly Sunglasses Company Has Seen Global Success

Strategy

:

Exclusive Messaging

🚀 Success:

~5M revenue (2023)

🌱 Metrics Improved:

CAC, Viral Coefficient, Purchases Per Customer, Average Order Value

Pit Viper - a species of viper with two movable fangs and infra-red sensing ‘pit organ’ that helps aim at prey.

And also an e-commerce store that sells funny sunglasses.

But careful, because this company is just as menacing as the snake.

For starters, their website looks like it will give your computer a virus. It’s full of lines like “voted #69th best sunglass brand page, by your mom.”

Haha. I have to admit I found that one funny.

The formula

When it works best

How it looks in the real-world

Exclusive Messaging

It’s far better to make people love or hate your product than to make people feel indifferent.

Pit Viper unapologetically focuses everything they do towards satisfying adventurous folk who don’t take life too seriously.

They intentionally exclude people who don’t fit that category. In other words, they don’t give a flying f**k if you don’t like it. Pardon my (Pit Viper inspired) French.

As a result those truly in the target market have become die-hard fans, big customers and big evangelists for the brand.

How it works

It’s far better to make people love or hate your product than to make people feel indifferent.

Pit Viper unapologetically focuses everything they do towards satisfying adventurous folk who don’t take life too seriously.

They intentionally exclude people who don’t fit that category. In other words, they don’t give a flying f**k if you don’t like it. Pardon my (Pit Viper inspired) French.

As a result those truly in the target market have become die-hard fans, big customers and big evangelists for the brand.

Why it works

What it means for you

Brainstorm ways to please your target market that will shock and push away people who aren’t your target market.

Genius rating:

6.9

/10

Nothing too crazy here. We all know we need to focus on the target market. I’ve given them the extra .9 because their website makes me laugh.

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Founder

Hey! I'm Cameron.

Don't miss my next conversion examples! I share a new one every week.

Hey! I'm Cameron.

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Cameron from Conversion Examples and Converted Agency