eCommerce Deep Dive
The Making of Igloo’s COVID-19 Marketing Strategy with Brian Garofalow
“Everybody’s got a plan until you get punched in the mouth.”
In Episode 10, John talks with Brian Garofalow, VP of Marketing and eCommerce at Igloo, about their overnight pivot in response to COVID-19. With everything on the line, Igloo took 3 days to go all-in on a new marketing strategy: donating 100% of profits from their PlayMate Coolers (the classic red/white one) to front-line workers. With a mix of PR, influencer marketing, and a social media blitz, Igloo drove unprecedented traffic to their DTC site and proved a whole new method of marketing during a crisis.
Brian Garofalow is the VP, Marketing and Ecommerce for Igloo Coolers. He’s spent 20 years building brands in the action sports space such as Element Skateboards, DC Shoes, and RVCA apparel. With an itch to improve some of the toughest problems in the branded apparel space, he co-founded a tech startup, Yoshirt, a mobile app that allowed consumers to design and purchase one-of-a-kind garments and accessories, custom made to order and delivered in just a few days. After a few years, and dozens of innovations, Brian exited Yoshirt and began consulting for several consumer goods businesses to help build brands and scale ecommerce revenue. In 2018, he joined legacy manufacturer, Igloo Coolers, to help modernize the brand and scale their ecommerce business. Since joining the team, Igloo has experienced a renaissance with significant improvements in social reach, traditional media coverage, Net Promoter Score, and all ecommerce KPIs.