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OVERVIEW

Jacksepticeye

PMA Brand

Top YouTuber Sean McLoughlin (aka Jacksepticeye) is known for being one of the most popular YouTubers in the world and a proponent for overall well-being.
It was with this unique “brand DNA” in mind that we collaborated with Sean to develop a business called Positive Mental Attitude (or PMA).
Sean wanted to focus on using the jacksepticeye.com platform to promote and sell PMA-branded products and donate his profits to various charities.
To date, over $600,000 has been donated to philanthropies like Save the Children

Our Role

Invest-in & operate the business
Design & development
Web design & operation
Digital marketing & automations
Business analysis & planning
Logistics & customer service

INVEST-IN & OPERATE THE BUSINESS

An Investment
In Positivity

Ready Go Ventures committed initial product- and business-related investment into the launch of the Jacksepticeye-PMA venture. And our team currently handles all of the business’s daily “chief” (CEO, COO, CMO, CFO), administrative and operational roles. This allows us to keep the business running smoothly (and profitably) while Sean focuses on creating and publishing great content.
Some of the key business and operational roles Ready Go Ventures undertakes:
  • Legal
  • Accounting
  • Bookkeeping
  • Trademarking
  • Tax preparation
  • Executing contracts
  • Negotiating with vendors
  • Securing insurance policies
  • Financial budgeting and management

CONCEPT & DESIGN

Holistic Design
Approach

Our first step in developing the PMA brand involved designing a new logo.
We collaborated with Sean to iterate various identifiers that were inspired by a minimal, futuristic aesthetic.
As the target audience was equally split between male and female, we wanted a logo that (1) was visually “gender agnostic” and (2) would integrate seamlessly into a broad range of product categories.
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In keeping with Jacksepticeye’s younger-skewing demographic, the PMA product offering continues to comprise a mix of low- to mid-priced novelty, custom and stock products – with the aim of remaining approachable in aesthetic, fit and price point.
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In January 2019, we launched the first in a series of twelve custom lapel pins – each offered for sale for a limited time – which ultimately will form a collectors set when the final pin in the series is sold in December 2019.
Sean promotes each pin during a live charity stream on YouTube, where he commits to donating his portion of profit to a different charity each month.
To date, Jacksepticeye.com has raised over $600,000 for various charities since we launched in 2018.
Jack-Pins-Trans-Back

WEB DESIGN & OPERATION

A Trusted
Destination

We launched the jacksepticeye.com e-store in 2018. The strategy involved capturing Sean’s playful personality and administering a customer-first user approach. This allowed Sean’s fans to experience the site as an authentic and holistic destination to explore and shop for PMA-branded products – free from the “hard sell.”
Another key component to the successful execution of this strategy was Sean’s ongoing commitment to donate 100% of his profit to various charities.
The Ready Go Ventures’ e-commerce team continues to operate the site 24/7 – monitoring inventory levels, re-ordering stock, adding new products, updating imagery and copy and analyzing conversions and sales performance.
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DEVELOPMENT & PRODUCTION

We’re In This
Together

As with all our brands, we do not expect talent to assume 100% of the promotional responsibility.
Sean “lights the fire” under new product launches by Instagramming and hosting a live charity stream each month – but the business re-invests-in, designs and deploys personalized website automations and emailer campaigns to “keep the embers burning.”
Our end-goal is to build engagement and increase conversions by forging stronger brand-customer relationships through curated, automated digital initiatives. Some of the campaigns we run:
  • Emailers
  • Winbacks
  • Cart abandon
  • Newsletter pop-ups
  • Back-in-stock announcements
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BUSINESS ANALYSIS & PLANNING

Success
By Numbers

We pride ourselves as being both analytical and creative. Once all products are commercialized for sale to the public, our analytics team digs-in and takes a close look at the metrics – ultimately publishing a confidential quarterly or bi-annual performance report.
We generate reports to gain deeper insights into Jacksepticeye’s customer behavior and conversion rates and flesh-out what sold best (and worst) – ultimately serving as a hand guide for future design direction, growth recommendations and increasing ROI.

LOGISTICS & CUSTOMER SERVICE

The Customer
Is King

Our crack logistics team – armed with our network of warehouses – oversees and manages all of Jacksepticeye’s customer service-, logistics- and fulfillment-related needs.
Our back-end e-commerce platform integrates with our warehouse inventory management software – which is particularly important with a brand like PMA, as we ship regularly to over 42 countries.
Our customer service team fields customer emails 24/7, addressing all sorts of needs – from issues navigating the e-store to tracking shipments to issuing refunds, returns and exchanges.
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