Best know for their Dress Pant Yoga Pant, Betabrand tapped SLM’s creative team to develop creative that would focus on said product. They were looking for in depth guidance on creative testing strategy + best practices for direct response.

Aim for the creative was to outline core features of the Dress Pant Yoga Pants. With over 50 styles and a ton of accompanying features, we set forth to push the product in an attractive yet utility-focused light.

To fully measure performance for the campaign, the team decided to move forward with a variable test of format + creative — postcard vs. tri-fold.

The tri-fold creative tested an alternate image and messaging. Additionally, a larger form factor (in comparison to the 6” x 11” postcard) gave room to expand more on core features of the product.

Both creatives saw a large spike in overall redemptions among recipients in comparison to other prospecting campaigns they had previously sent out.