Duxbury Dragons · 2020 · presale campaign
743 blankets, 101 orders on day 2.
One of the largest campaigns in Spectator Sport history. Closed in just under 90 days.
334
Total orders
743
Blankets shipped
88
Days from launch to close
101
Orders on peak day
What happened
The Dragons opened their campaign on October 1, 2020 and got 101 orders on day 2. That's one of the strongest launch days in our entire 648-campaign dataset. By the time the campaign closed on December 29, they had moved 743 blankets across 334 orders. That's an average of 2.2 blankets per order, the highest household-attach-rate of any large campaign we've run.
Why it worked
Duxbury launched right at the start of football season, in a year (2020) where school spirit items had extra emotional weight given the pandemic-era restrictions on in-person school events. The high attach rate (2.2 blankets per order) suggests families were buying for grandparents, distant relatives, and multiple kids on top of themselves. The design likely resonated as a keepsake item with broader gift appeal, not just a spirit item.
What this proves
Takeaways for other schools
- →Multi-blanket household orders can dramatically lift piece counts above order counts
- →Campaigns that align with seasonal emotional context (back-to-school, holidays) tend to perform above baseline
- →Sustained 90-day campaigns work when launch-day momentum is strong enough to carry residual orders
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