Harry’s Daily Face Wash
With the promise of riddles, an enticing offer and a steamy cryptic message, we compelled our readers join us on a new adventure.
WHERE DID IT LINK TO?
We developed a riddle and reward game for people to prove themselves worthy of a free year supply. Each riddle alluded to a detail about the product that would be revealed at the end. What happened to those that made it through, but weren’t quick enough? We let them shop a day early from our secret product page.
From our research, we found that guys had a hard time describing the sensation they experienced when they tried out the product, but their facial expressions rang loud and clear. Building off this insight, we photographed a variety of men reacting to the cool, fresh feeling to visually communicate the characteristic that makes our face wash stand out.
Another insight we learned from talking to our customers was that many of them don't know what to look for in a good face wash, and some weren't sure why taking care of their face was important at all! With our readers having a wide range of face wash knowledge, we positioned the email content so that guys could self-select the information they thought they needed most, and leveraged animated illustrations to help communicate what they could expect from the articles.
Thanks for dropping by.
*Average Email Campaign Stats of MailChimp Customers by Industry
**Based on a Controlled Sample