“$100K in 4 Days”

SUMMARY: We successfully led the launch strategy, development, and execution of the Honey Hydration Kit, which was the product launch for CurlMix’s monthly subscription service, CurlMix Fresh. Revenue hit almost $100K in four days (surpassing the campaign goal), landing page CTR increased to 16%, and there was a significant increase in subscribers to the service.

ROLE: Digital Marketing Manager (Launch + Marketing Operations Manager)

CLIENT: CurlMix,Inc. is a clean beauty brand for curly hair types. CurlMix’s 4-step system helps curly women achieve the best Wash + Go ever without toxic ingredients, giving you moisturized, defined, frizz-free curls.

INDUSTRY: Haircare + Beauty

CAMPAIGN GOALS:

• SHORT TERM:

  • Generate a minimum of $92K on launch on a monthly subscription item, CurlMix Fresh “Honey Hydration Kit”, which is a four-day launch.

  • Increase CurlMix Fresh subscribers by 150 subscriptions signups

  • See increase of CTR by 3% in email marketing

• LONG TERM:

  • Create an agile GTM Strategy that can be leveraged for each monthly launch

  • Build a sustainable omni-channel launch strategy for launches

  • Validate new messaging and landing page optimization tweaks

CHALLENGES:

• Launches that lack processes and systems, thus wasting resources, labor, and time.

• Burned out team because of gaps in the launch process

• Opportunity to increase conversion rate by optimizing landing pages, email assets, and SMS language to current customers and subscribers.

STRATEGY: Our strategy for this launch was to create a clear and flexible Go To Market Strategy which would help the team see all incorporated elements needs to hit the campaign goals.

The GTM launch strategy allowed each member of the company who touches the launch to understand their responsibility and role in the launch of the product. It also allowed the team to see how their tasks are dependent on the other; thus creating a sense of urgency and synergy amongst the team.

With my Digital Marketing expertise, I advised the team to incorporate an SMS and Push notification strategy to launch to super targeted, niched down segments – this increasing conversations on “hot” customers, and ultimately surpassing the campaign goals.

DELIVERABLES LINKS + IMAGES:

• Campaign Landing Page

THE FINAL RESULTS:

• TOTAL REVENUE: $99,400 (original goal: $92,000)

• Increased the EMAIL MARKETING CTR by 16% (original goal: increase by 3%).

• SUBSCRIBER INCREASE: 203 subscribers (original goal: 150)