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PLUTO LAUNCH

OBJECTIVE

To drive sales for the Pluto MOVA Mini, a product that has been highly requested by MOVA fans and enthusiasts since the release of the MOVA Space line.

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MY ROLE

Brainstorm concepts for the campaign, design and write copy for marketing assets (email, social media posts, landing pages), and implement paid social media ads.

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STRATEGY

  • Release the new product to a VIP list composed of all fans who have expressed interest in the product and/or have purchased previously from the MOVA Space line. The goal is to create a feeling of exclusivity for these customers

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  • Launch the new product to the general public three days after the VIP launch

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  • Run Facebook ads to bring visitors back to the website and purchase

  • VIP email campaign generated a 38.6% open rate and 14.7% click rate, a new high for the company's email marketing campaigns

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  • The new product became the most popular product on the MOVA website during its release month

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  • The Pluto product page had a conversion rate of 4.78%

RESULTS

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