BETABRAND

Role: Lead Designer

Best known for their Dress Pant Yoga Pant, Betabrand was looking for help in spreading additional awareness of the product. They already had a digital marketing strategy going but weren’t getting the kind of interest that they expected—likely from getting lost within the noise of other brands promoting their products.

Needing to try something new, Betabrand reached out to SLM (Share Local Media) to help develop a direct mail campaign that would focus on the Dress Pant Yoga Pant. They were looking for in-depth guidance on creative strategy/testing + best practices for direct response to help boost awareness and sales of the product.

The aim for the campaign was to outline core features of the Dress Pant Yoga Pants. Made in over 50 styles and crafted with a ton of accompanying features, we aimed to convey the product in an attractive, utility-focused way.

As lead designer, I kicked things off by surveying their library of past digital creative—paid social, banners, etc. In looking over things, it stood out that there wasn’t enough info communicated about the product to actually persuade people to want to learn more or purchase. It also didn’t look like prospects understood who Betabrand was, making it difficult for them to evaluate if the brand (or product) was something that would be right for them.

Our marketing team and I aligned with this and decided to go full force into talking about the product. We wanted to pour every detail we had into the creative. But, what if that backfired and overwhelmed prospects?

In an effort to make sure we weren’t burdening people, the team decided to move forward with a variable test of format + creative:

  • 6”x11” postcard

  • 6”x9” tri-fold

This would allow us to see if people were more receptive to a detailed but smaller direct mail piece vs a more detailed and larger piece.

I wrote all the copy for both creatives, which meant leveraging on-hand product specs, social proof, and my knowledge of best-in-class direct response copy practices.

Admittedly, this was new for me. However, our client partners at Betabrand reviewed the copy and felt that we did a great job capturing the brand’s tone and naturally highlighting the product specs.

Metrics & outcomes: While both creatives performed extremely well, the postcard creative ended up winning the test with a final CPA of under $19. Being that the target CPA was $30, this campaign well-surpassed expectations.

This campaign ultimately led to Betabrand building a lasting relationship with SLM and seeing direct mail as a key channel within their marketing mix.