Impact Chain
+34% Conversion Lift for Jewellery Boutique Blue Ruby Across a 30+ Designer Catalog
What We Did
- E-commerce Store Setup on Squarespace
- Product Merchandising and Storefront Design
- Checkout and Fulfillment Configuration
- Campaign-Ready Performance Setup
- Donor and Supporter Experience Design
The Challenge
Political campaigns do not run on the same calendar as e-commerce brands. There is no six-month planning runway. A merch moment can be triggered by a viral clip, a debate line, or a news cycle, and the store has to be live and ready when it hits. The Graham for Maine campaign needed a storefront that could ship branded merch to supporters across the country, work alongside their existing campaign infrastructure, and go live on a timeline measured in weeks, not quarters.
Our Approach
A campaign merch store has a different job than a typical retail storefront. It is not chasing conversion rate benchmarks or average order value targets. It exists to turn supporter enthusiasm into two things at once: a piece of gear someone wears to show they are in, and a small act of financial support that keeps the campaign running. The store has to feel like the campaign, not like a generic shop bolted onto the website.
So we kept the build tight and focused. Product pages were designed to match the visual language of the broader campaign site, so a supporter moving from the home page to the store never feels like they are crossing a brand boundary. Merchandise photography, sizing options, and supporter-facing copy all got the same treatment a campaign’s core messaging would get. Checkout was configured for clean fulfillment, with shipping, returns, and order communication set up to handle a nationwide supporter base rather than a local one.
From Supporter Click to Shipped
Shirt
Every detail of the store was set up with the supporter experience in mind:
- Product pages designed to match the campaign’s visual identity
- Multiple size options and clear fit guidance for first-time buyers
- Checkout configured for nationwide fulfillment, not just Maine
- Clear post-purchase communication from order to delivery
- Store navigation integrated with volunteer and donation flows
- Self-serve setup so the team can add products without developer help
The Results
- Store launched on the campaign’s target timeline
- Order flow held steady through early traffic spikes
- Supporter feedback on the merch experience has been positive
- Campaign team manages the store without ongoing developer support
- Merch revenue now complements direct donations through ActBlue
Final Word
From the first supporter adding a tee to cart to the last package shipped out before election day, we helped the Graham Platner campaign launch a merch store that works the way a campaign actually moves. Fast to launch, steady under pressure, and fully in the candidate’s voice.