How Anyday converts at a 7x higher rate by using Tolstoy Interactive videos

+23%


Lift in Conversion

+48%


Uplift in AOV

110X


ROI

Overview

Anyday is a rapidly growing cookware brand that makes it easy to prep, cook, serve, and store delicious meals in record time — all with one dish and your microwave. Launched in 2021 by Steph Chen, Anyday’s 100% plastic-free products can go straight from your microwave to your table’s centerpiece to your dishwasher. It sounds nearly impossible, so most of her customers need to see it to believe it. Below, Steph shares how she uses Tolstoy to make that happen.

“Tolstoy is an incredible tool for brands that require a bit more storytelling and explanation than usual. Using Tolstoy’s interactive videos, potential customers can choose their own adventure and decide where they want to go on our site.”

Steph Chen, CEO and founder at Anyday

Challenges

  1. Because microwave cookware is an entirely new category, Anyday needs more explanation than a typical brand to convert unfamiliar customers. 
  2. In the wake of a flooded DTC kitchenware market, Anyday needed a way to stand out that was not only easy to set up – but delivered results fast.

Anyday’s product niche can be summed up as “microwave cookware,” and they’re the first brand to break ground in the space. Consequently, their content has to be educational and attractive enough to win over everyone — even people who grew up hearing about the “dangers” of microwaved food. Before Tolstoy, the Anyday team optimized their homepage messaging and educational PDP copy, but still felt like new shoppers were missing context — and a personal founder touch — to help them get over the hump.

At the same time, Steph knew that the broader market for kitchenware was flooded with the same old DTC branding and marketing playbook – think charming, branded copy, and nearly identical photography. As an avid consumer herself, she was getting sick of the same DTC formulaic content – and knew others agreed with her. She knew Anyday needed to stand out. On both fronts, Steph and her team knew they were losing out on potential revenue. She knew that Anyday needed to find a solution – fast – in order to successfully win over new customers.

“We’re trying to create a new cookware category at Anyday, which inherently requires a lot of guided customer education and face-to-face interaction. Tolstoy was exactly the tool we needed to successfully deliver on these requirements.”

Solution

  1. When Steph discovered Tolstoy in the wild on another website, she immediately reached out to see if interactive video could solve Anyday’s challenges.
  2. After onboarding with Tolstoy, Anyday enabled its customers to “choose their own adventure” and receive messaging that’s most valuable to them. 
  3. Because organic visual content is vital for converting Anyday customers, Steph is betting on Tolstoy as the best way to spotlight UGC and product demos.

With content and positioning challenges on her mind, Steph discovered a Tolstoy in the wild on the Omsom website – a popular F&B brand co-founded by a friend. Steph loved everything about the brand’s design and brand identity, specifically in the way it naturally stood out from other DTC companies. And, after seeing firsthand just how engaging Tolstoy is from a consumer perspective, Steph knew she’d found a potentially perfect solution to Anyday’s ongoing challenges. 

Anyday cookware is the first of its kind. Naturally, the brand requires more explanation to convert customers than most products do. After Steph onboarded with Tolstoy and deployed interactive videos on-site, Anyday shoppers can now easily select the messaging sequences that are relevant to their questions. Using Tolstoy, Anyday can provide targeted content to the right customers at the right points in their respective customer journeys. By self-selecting the information to receive to address their product concerns, customers almost sell to themselves. 

Steph highlights just how easy it was to develop Tolstoy’s visual content. In fact, she filmed her interactive videos the week before she gave birth! Then, she handed the files off to a teammate and they quickly turned that footage into Anyday’s first Tolstoy. In her words, it’s seamless to get started and distribute videos on your storefront — entirely on your iPhone. 

“For Anyday, I needed to tailor the flow of information for every potential customer so we’re not hitting people with messaging that they don’t care about. This use case is exactly where Tolstoy’s solution and interactive videos come into play.”

Results

+23%


Lift in Conversion

+48%


Uplift in AOV

110X


ROI

Since implementing Tolstoy, Anyday has seen an immense boost in conversions: visitors who interact with a Tolstoy are 7x more likely to convert than shoppers who don’t. In Steph’s words, “When you watch a Tolstoy and see a founder sharing their story or their mission behind the brand, it makes consumers feel a lot more connected in a different way than photos and copy do.” Steph attributes these results to the authenticity, trust, and credibility of Tolstoy videos.

Steph adds that Tolstoy videos personalize a customer’s experience because visitors can “interact” directly with the founder – in this case, herself. It’s the same reason why organic UGC typically converts better than the most expensive studio session. 

“Visitors who engage with a Tolstoy video are 7x more likely to convert than those that don’t. That’s an almost unbelievable stat. It’s a huge deal for us.”

Future

Since implementing Tolstoy, Anyday has seen an immense boost in conversions: visitors who interact with a Tolstoy are 7x more likely to convert than shoppers who don’t. In Steph’s words, “When you watch a Tolstoy and see a founder sharing their story or their mission behind the brand, it makes consumers feel a lot more connected in a different way than photos and copy do.” Steph attributes these results to the authenticity, trust, and credibility of Tolstoy videos.

Steph adds that Tolstoy videos personalize a customer’s experience because visitors can “interact” directly with the founder – in this case, herself. It’s the same reason why organic UGC typically converts better than the most expensive studio session. 

“Visitors who engage with a Tolstoy video are 7x more likely to convert than those that don’t. That’s an almost unbelievable stat. It’s a huge deal for us.”