Fishwife and Klaviyo: Crafting a Standout BlackFriday/CyberMonday for the Millennial Taste
Fishwife is a female-founded and led food company aiming to make ethically-sourced, premium, and delicious tinned seafood a staple in every cupboard.
Imagine stepping into a vibrant tinfish oasis in the heart of Manhattan. For two weekends this fall, Fishwife—a brand redefining the tinned-fish scene—set up shop in NoLita, giving NYC a taste of its colorful, irreverent vibe. Spearheaded by Fishwife co-founder Becca Millstein and powered by Klaviyo’s email and SMS marketing magic, the pop-up wasn’t just about fish; it was a full-blown experience, drawing 5,000 attendees and generating $91,000 in revenue—doubling expectations and landing 10,000 new followers along the way.
For Klaviyo, an email and SMS marketing giant, Fishwife represents the ultimate client for their holiday campaign, “Make Every Moment Count.” With a distinct mix of millennial appeal and sustainability values, Fishwife embodies what Klaviyo’s CMO Jamie Domenici describes as “fast-growing, founder-led, and buzzy.” And buzz there was—Millstein’s team crafted a sensory experience echoing traditional Portuguese shops, complete with caviar-on-ice-cream tastings and custom jewelry from designer Susan Alexandra. Social media was on fire, with 4.3 million impressions and hundreds of user-generated content pieces flooding in.
Enter Alison Roman, the millennial food icon who’s helped boost tinned fish’s street cred. As part of the “Make Every Moment Count” campaign, Roman will feature Fishwife in her annual Thanksgiving YouTube video, connect with Millstein in a special Q&A, and headline ads on Disney+ and YouTube. Expect some organic posts on Roman’s socials too, spreading Fishwife’s charm far and wide just in time for the holidays.
With SMS as Fishwife’s top-converting channel, Millstein’s team is set to offer holiday deals first to their 11,000 SMS subscribers, ensuring that customers feel prioritized during this notoriously noisy shopping season. In Domenici’s words, the Fishwife collaboration underscores the brand’s commitment to working with visionary SMBs in the consumer space and beyond.
So, what’s next? Is a permanent Fishwife storefront on the horizon? “It’s on the five-year vision board,” Millstein hints. For now, Klaviyo and Fishwife are poised to make waves across podcasts, digital, and streaming platforms, turning BFCM into a holiday celebration worth savoring.
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