Let me take you back to 2011 when an unexpected e-commerce success story blew everyone’s minds—and over a decade later, you can still do what they did and get the same result.
I’m talking about Diamond Candles and their brilliantly quirky idea: hiding rings inside their all-natural candles. Each candle held a secret—a ring worth anywhere between $10 and $5,000.
Imagine the thrill of burning through a candle, not just for the scent, but for the chance to discover a hidden treasure. This isn’t just clever—it’s the kind of marketing genius that can completely transform how you promote your own online store.
And when I said “e-commerce success story,” I didn’t mean $500,000 to $1 million return. We’re talking $12 million in revenue.
Do you know why this strategy worked? That’s because it wasn’t just about selling a product—it was about creating an experience.
And if there’s one thing we know about people who love scented candles, it’s that they’re eager to share that experience with the world.
Customers shared their ring reveals on social media, turning their purchases into viral moments. This kind of word-of-mouth marketing is gold, and the best part? It was free. Every post, picture, and video brought them new customers, creating a cycle of organic growth.
So, why am I telling you about a strategy from over a decade ago?
Because this kind of customer engagement is even more powerful in today’s e-commerce landscape. In an era of social media dominance, user-generated content (UGC) is one of the most effective ways to grow your brand.
People love sharing personal, unique experiences, and that’s exactly what Diamond Candles tapped into. You can create this same buzz around your brand by adding a fun, unexpected element to your products.
How You Can Do It for Your Store
Every store has its own "hidden ring," a unique way to surprise and delight customers that goes beyond the product itself.
You don’t have to sell candles to make this idea work for your business. There are several creative ways to build anticipation and engagement into your customer experience, no matter what you sell.
One effective approach is to include surprise gifts in your orders. A small, unexpected token, like a personalized thank-you note or a small gift, can leave a lasting impression.
Take the example of Zappos, known for their exceptional customer service. They often surprise customers with complimentary product upgrades or expedited shipping, which not only delights customers but also encourages them to share their experience on social media.
These small gestures foster customer loyalty and turn buyers into brand advocates without requiring much extra effort on your part.
Another tactic is offering mystery products. Consider adding mystery boxes to your product lineup, where customers receive a surprise selection of items, or even offer the chance to discover a unique, high-value item in their regular purchase.
Frank Body, an Australian skincare brand, successfully used this method by offering mystery bundles on their website. These boxes encouraged customers to make a purchase, not knowing exactly what they would receive, which gamified the shopping experience and added an element of excitement to each order.
You can also create buzz by implementing exclusive rewards. This could be as simple as hiding discount codes or special offers within your packaging, offering a chance for every 50th customer to win a prize, or gifting a lucky few with something special.
Glossier, the beauty brand, leveraged this concept by surprising random customers with personalized, handwritten thank-you notes and exclusive product samples, driving a surge of unboxing videos and posts on social media.
The anticipation of a potential reward not only engages customers but also encourages repeat business, as shoppers are drawn to the possibility of an extra treat.
Each of these strategies taps into the psychology of surprise, excitement, and discovery, which can turn a simple transaction into an unforgettable experience.
By implementing these techniques, your store can spark conversations, build customer loyalty, and—just like Diamond Candles did—create a brand that people love to talk about.
Here’s Why It Will Work for You
People love the thrill of the unknown—it’s why we’re drawn to things like raffles, giveaways, and even subscription boxes. According to a recent study, 93% of consumers say that user-generated content helps them make purchasing decisions.
Imagine your customers sharing their surprise discoveries from your store all over social media. That’s free exposure, baby!
And if you’re wondering whether this will translate to sales, just take a look at Dollar Shave Club. Their viral video campaign pulled in 12,000 subscribers overnight, largely thanks to their bold, humorous approach to razor subscriptions.
Or take Beardbrand, which leaned into interactive content like a “greatest mustache of all time” competition to pull in an engaged, loyal audience.
The Diamond Candles strategy isn’t just a cute idea—it’s a blueprint for tapping into human curiosity and creating an unforgettable customer experience.
People want to feel something when they shop, and giving them a little surprise along the way could be your ticket to generating buzz and building a community around your brand.
So, what’s your “hidden ring”? It’s time to get creative. Remember, the more fun and shareable the experience, the more people will want to talk about your brand. And when that happens, sales will follow.