One of the biggest challenges for a subscription-based business is attracting first-time customers, but that’s just half the goal. In order to do that, you have to give them a compelling reason to take action and buy. That was our mandate with the online women’s clothing rental business, Gwynnie Bee. Although the business was successful, they wanted to onboard more new customers. Not just new, they needed women who visited their site to be educated and really understand their product, so that new customers became renew customers. This creates healthier profits and increase retention.

We did this by creating a response-driven strategy of a long form show, mid-form show, short-form spots, and a microsite with various specific selling messages and tracking tools to optimize conversions. Our strategy right from the beginning was to not just tell the unique selling proposition of Gwynnie Bee, but have our host, real Gwynnie Bee customers, and the concept of an endless virtual closet of amazing fashions communicate to women that fashion can be affordable and attainable for everyone.