Brand Development
& Launch Strategy
I developed and launched a sister brand, creating a distinct identity while maintaining within the parent company brand guides.
MY ROLE: Brand development and strategy, including market research, visual identity design, and target markets, campaign planning, LP design, email strategy and development, and video editing.
This landing page was developed prior to the collection launch, allowing customers to learn about the brand and collection. This page also directed to an PDP to purchase swatches (marked down to $0) to gain customer acquisition at the time of launch.
Sessions: 3,326 (compared to 2,906 on PDP)
Average purchase revenue: $3.53 of those who landed here (compared to $9.08 on PDP)
Engagement Rate: 96.4% (remained the same)
Bounce Rate: 3.58% (compared to 3.65% on PDP)
Users bounced between the PDP and the LP but those who landed first on the LP then proceeded to the PDP were 60% more likely to start checkout than those who landed first on the PDP.
74% open rate
2% click rate
2% conversion rate
This led to a 14% increase in traffic WoW and 424 units sold in week 1 of launch.
72% open rate
4% click rate
5% conversion rate
This led to a 7% increase in traffic the first week of launch.
