WTF Launch Strategy - Spill the Key

Cody: This is probably the most heavily guarded strategy we've had so far. Spill the key. We sent 12 different campaigns because there was 12 shades launching and we segmented it by if they had purchased that face pencil shade or if they had taken the WTF or face pencil quiz and they had not purchased yet. And then we told them what their foundation sheet was going to hold up, you know, zero purchaser is like who was likely to purchase this foundation. Cody: I have never seen higher conversion rates or clip the rates on any type of campaign before. It was such a successful launch because we took away that main objection to purchasing the product right away.