CASE STUDY

How DynaVap uses founder-hosted live shopping to engage its community

How DynaVap uses founder-hosted live shopping to engage its community, showcase special releases and drive sales without paid advertising

Two overlapping circular portraits, one of a young man with glasses and a necklace, and the other of a woman with earrings and a black top.

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RESULTS AT A GLANCE

14.95%

Average Conversion Rate

16.06%

Peak Session Conversion

72.76%

Peak Live Engagement Rate

Zero

Ad Spend

Challenge

The Challenge

Builds trust

with real-time interaction

Improves AOV

through guided selling & recommendations

Goals

The Challenge

DynaVap is not a typical ecommerce brand. Founded in 2015 by inventor George Breiwa and built in DeForest, Wisconsin, the company makes battery-free dry herb vaporizers, what they call Thermal Extraction Devices, under a single mission: Make Smoking History. They design, engineer, and manufacture everything in house, and they’ve built a passionate community that shares tips, modifications and product reviews across their own channels and enthusiast forums.

That community is the opportunity and the problem. DynaVap has an unusually engaged audience that already lives on the channels they own. But their catalog runs on drop culture: limited runs, prototypes, anniversary pieces, and one-of-one rare items they hold in the vault. A drop of a handful of one-of-one stems or a mystery grab bag is an event, not a product page. Static PDPs and email blasts could announce a drop, but they couldn’t recreate the energy of a live event or give the person behind the products an opportunity to demonstrate them, share the thinking behind their design and interact directly with the community.

DynaVap needed a way to turn product drops into live moments their community could show up to in real time, on channels they own, and explore how live shopping could activate DynaVap’s existing community and generate sales
through organic promotion, without paid advertising.

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Goals

Turn limited product drops into live events the community shows up for in real time
Sell through scarce inventory like mystery bags, prototypes, and one-of-one vaulted items without diluting the brand
Keep the audience, the engagement, and the first-party data on DynaVap's owned channels
Prove the community could be activated profitably with organic promotion only, zero ad spend

Solution

The Solution

DynaVap runs an ongoing series of live shopping drops on Terrific, each hosted by founder and CEO George Breiwa, streamed on their own channels at terrific.live/dynavap, and promoted only through organic social and email. Every drop is built around a different reason to show up live. A few that stand out:

The Founder on Camera, Every Time

The drops are hosted by George Breiwa himself, the inventor and product developer behind the devices. Not a presenter reading a script, the person who designed the products, demoing them, explaining the engineering, and answering the community live as items move.

The Mystery Grab Bag Drop

One drop ran on pure curiosity. George opened with a mystery grab bag, buyers purchased without knowing what was inside. The first run sold out in seconds. The team re-upped on the spot, and it sold out again.

The 420 Sale

For 420, George and the team went live and walked the full catalog, surfacing live discounts across bundles and devices and taking questions in real time. The session turned a calendar moment into a guided shopping event on DynaVap's own channel.

DynaVault and Rare Finds

Another drop became the scarcity engine. One-of-one and ultra limited items from the vault, prototypes, retro builds, and rare stems unlocked on camera every few minutes. George showcased each piece as it dropped, and the community cleared the vault. It was a standout on both turnout and engagement.

Worked

Why It Worked

Builds trust

with real-time interaction

Improves AOV

through guided selling & recommendations

First hand Product Knowledge

George brings firsthand product knowledge to each stream, demonstrating devices, explaining design decisions and answering community questions in real time.

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A Community That Was Already There

DynaVap activated an owned, engaged community instead of renting attention from a platform algorithm. The people who showed up were already theirs.

Special Releases, Shared Live

Limited releases and unusual pieces give the community a chance to see products up close, hear their stories and ask questions as they become available.

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A Direct Connection With the Community

The livestreams give DynaVap another way to connect with its community through a branded online experience, supported by organic social promotion and email.

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Conversion That Outruns Ecommerce

The drops convert at 14.95% on average and peak at 16.06%, several times the 2 to 3 percent typical of standard ecommerce.

Organic Promotion, No Paid Ad Spend

Real revenue, drop after drop, with zero ad spend. The math works because the audience is owned, not bought.

Takeaways

KEY TAKEAWAYS

George’s involvement gives viewers an opportunity to see products demonstrated, hear directly about their design and get answers to questions in real time.

Scarcity is content. Mystery bags and one-of-one vaulted drops give the community a reason to be there the moment it happens, and they sell out.

An engaged community creates opportunities for meaningful interaction. Live shopping gives DynaVap another way to demonstrate products, answer questions and bring people together around new and unusual releases.