© 2019 by Tony Huynh.

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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.

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.

 

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

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

  • 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

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

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

RESULTS