MEMBER BRIEF: “136 Days”—Inside Yotpo’s Brand Turnaround

Editor’s Note: While Yotpo is an advertising partner, Future Commerce wasn’t paid to write this brief, and Yotpo had no input into the content; though Eli Weiss did cooperate by sitting for an interview.

EXECUTIVE SUMMARY

The big picture: Yotpo, once criticized for high prices and aggressive tactics, has executed a swift brand turnaround in just 136 days.

Why it matters: This transformation offers valuable lessons for B2B SaaS companies facing similar reputation challenges.

By the numbers:

• 136 days since the launch of the “Frown Campaign” at eTail West
• 2 major marketing campaigns: “The Frown” and “Just Walk Away”
• Multiple former clients returning to Yotpo

Key strategies:

1. Addressing criticisms head-on with self-deprecating humor
2. Mobilizing senior leadership on social media
3. Clever, metamodern marketing campaigns
4. Repricing and repositioning as a mature, full-service option for scaling brands

The bottom line: Yotpo's turnaround demonstrates the power of visible hires, shifting cultural perceptions, personal conviction, strategic marketing, and the willingness to confront negative perceptions directly.

What to watch: Can Yotpo maintain this momentum and how will competitors respond to their new approach?

‍