BETABRAND
Snail mail helped customers fall for Betabrand’s famous ‘Dress Pant Yoga Pants’.
Betabrand operates at the intersection of ecomm and experimentation, launching bold, unexpected products at speed while relying on sale data to determine what they should keep producing, and what they shouldn’t.
Their ‘Dress Pant Yoga Pant’ was a big product mover and they wanted to concentrate the messaging of their campaign in that. However, with frequent product drops and an audience conditioned to respond to novelty, they required creative that could:
Communicate the specific value of their Dress Pant Yoga Pant
Adapt quickly based on performance feedback
Provide effective insights in creative testing
The recommendation was to move forward with a variable test of format + creative based on the below:
6”x11” postcard
6”x9” tri-fold
This would allow us to see what prospects reacted more towards.
I wrote the copy for both creatives, grounding each execution in product specs, social proof, and proven direct-response tactics to clearly communicate product value and drive action.
Final copy aligned closely with Betabrand’s voice while naturally surfacing key differentiators and RTBs.
Metrics & outcomes:
Postcard creative outperformed, achieving a $19 CPA against a $30 benchmark, significantly exceeding performance expectations.
Results validated direct mail as an effective channel for Betabrand, contributing to an ongoing relationship with SLM and expansion of direct mail within their marketing mix.