+25%
DTC Sales
+20%
Average Order Vale
+34%
Impressions
+33%
Conversion Rate
01 — Project details
Transforming Product Launches in DTC Channels
I led the exclusive launch of WYNK’s new tangerine flavor through the DTC channel, developing a comprehensive, multi-channel strategy to elevate customer engagement, boost sales, and strengthen loyalty. By integrating creative tactics with data-driven decisions, this campaign set a benchmark for DTC growth and product launches.
Key Objectives:
Generate excitement and awareness for the new flavor within the DTC channel.
Increase average order value (AOV, the average revenue per order) through strategic product bundling.
Build and reward customer loyalty by offering exclusive early access and engagement opportunities.
02 — My Role
Designing and Executing a Winning Digital Strategy
As Digital Marketing Manager, I led the end-to-end planning and execution of the campaign, ensuring seamless collaboration across teams and channels to deliver a cohesive customer experience.
How I Delivered Success:
Exclusive DTC Teaser Campaign: Launched a “mystery flavor” teaser via email and social media, gamifying engagement with a “Guess the Flavor” contest that incentivized participation with free product giveaways.
Influencer Gifting Strategy: Activated over 100 influencers, generating buzz and user-generated content under the “paint our socials tangerine” theme. This created a wave of organic visibility and excitement.
Loyalty-Driven Early Access: Rewarded our subscribe-and-save customers with exclusive first access to Tangerine, increasing retention and driving new subscriptions.
Strategic Bundling: Made the new flavor available exclusively in the "WYNK Experience Pack," boosting AOV and encouraging customers to try additional products.
Seasonal Re-Launch: Leveraged Valentine’s Day to introduce Tangerine as a standalone flavor, creating a second wave of excitement and driving additional conversions.
Cross-Functional Collaboration: Worked closely with creative, social media, and analytics teams to ensure seamless alignment across all campaign elements, from influencer partnerships to ad placements.
03 — Campaign Outcomes
Delivering DTC Growth and Customer Engagement
The campaign exceeded expectations, reinforcing the value of an exclusive, multi-channel approach to DTC marketing.
Key Results:
Sales Growth: Increased total DTC sales by 25% during the campaign period.
AOV Growth: Achieved a 20% boost in average order value through strategic bundling of the WYNK Experience Pack.
Impressions: Reached a 34% increase in impressions across paid and organic channels.
Conversion Rate: Boosted conversion rates by 33% through targeted email and ad campaigns.
04 — Strategic Insights
The Power of an Exclusive DTC Focus
The 34% increase in impressions and 33% boost in conversion rates highlight the strength of aligning cross-channel strategies with customer insights. This campaign demonstrates the impact of strategic bundling, loyalty-driven tactics, and cohesive messaging across DTC platforms.
What Made This Campaign Stand Out:
Exclusivity: DTC exclusivity fostered a deeper connection with our most engaged audience.
Loyalty Rewards: Early access for subscribers strengthened customer retention and added long-term value.
Bundling Strategy: Launching through the WYNK Experience Pack elevated AOV and encouraged product exploration.
Seamless Integration: Coordinated efforts across email, social media, Meta Ads, and influencers ensured consistent messaging and a cohesive brand experience.
Customer Experience: The campaign not only delivered business results but also created a memorable experience for customers, reinforcing WYNK’s reputation as an innovative and customer-focused brand.
Let's discuss how I can help your brand achieve similar DTC success.
Schedule a free consultation today.
Scaling Reach with Meta’s Advantage+ Ads
To maximize the launch’s impact, we harnessed Meta’s Advantage+ ads, leveraging their advanced automation to target high-intent buyers with precision. By using lookalike audiences built from WYNNK’s existing customer base and dynamic creative that showcased the Tangerine Experience Pack’s vibrant appeal, we amplified the sense of exclusivity. The algorithm optimized for conversions in real-time, driving a 7-day campaign blitz that resulted in a 40% increase in ad engagement and a 25% uplift in direct sales during the launch window. This approach ensured WYNNK Tangerine stood out in a crowded market, turning buzz into measurable growth.
Email Campaigns
As a core component of the multi-channel strategy, I developed and executed targeted email campaigns that aligned with the broader campaign narrative and drove meaningful engagement.
Key Contributions:
Designed and implemented an email content plan aligned with campaign milestones, including teasers, early access, launch day, and Valentine's Day promotions.
Directed the creative team to produce visuals and copy consistent with the "paint our socials tangerine" theme.
Monitored performance metrics and optimized subject lines, CTAs, and delivery times to maximize impact.
Successfully launched a welcome email series for new subscribers who purchased the Tangerine flavor, featuring personalized product recommendations and exclusive discount codes.
Conversion Rate: The email campaign's targeted approach contributed significantly to the 33% boost in overall conversion rates, showcasing the power of personalized, strategic messaging.
