Rothy’s was a popular women’s fashion brand but relatively unknown for their unique differentiator: a shoe you can wash in the washing machine. They believed they could unlock a new level of scale for their business by pivoting, and brought us in to help.
Applying an experimentation mindset, we tested into a wide range of creative assets to find what resonated best with consumers. A multi variant testing approach was used to find resonant copy and audience combinations. Following the data, we aggressively iterated on winning approaches and sunset poor performers.
One early learning: simplicity trumps stylization. Shifting away from expensive editorial shoots and toward simpler product shots allowed for faster creative production at a lower cost, fueling the iteration engine.