Greenspacing

Copenhagen

2022

Case Study: "Notify Me" Campaign & Story Channel Design for a Sports-Focused AI Wearable Launch

Overview

This case study outlines the product design process for a "Notify Me" campaign and story-based promotional channel, developed for the launch of a new sports-focused AI wearable by an unnamed client. The initiative aimed to drive awareness, build momentum, and optimize sales through innovative creative, audience targeting, and channel experimentation. The approach demonstrates strong product thinking, user-centric design, and data-driven iteration—qualities sought in top product designers.

1. Problem Statement

The client was preparing to launch a new line of sports-focused AI wearables. The challenges included:

Unclear audience fit for a new product category (sports wearables).
Unproven creative and messaging for this audience.
Need to build hype and momentum before the product was available for sale.

2. Strategy & Solution

A. "Notify Me" Campaign

Objective: Generate buzz and collect high-intent leads before launch.
Design: In-feed promotional units on major social platforms, allowing users to opt-in for notifications about product drops and pre-orders.
Customization: Users who signed up received tailored notifications, maximizing engagement and conversion.

B. Story Channel Experimentation

Objective: Leverage story-based content as a new sales lever.
Design: Developed platform-specific creative assets for stories, tested brand-level vs. app-specific content, and explored fast-tracking asset production for launch moments.

3. Design Process

A. User Experience

End-to-End Journey Mapping: Designed the full user journey from announcement to opt-in, notification, and purchase.
Variants: Tested different placements (activity feed vs. top-of-feed), and confirmation toasts for user actions.
Undo Functionality: Enabled users to opt-out easily, maintaining trust and control.

B. Creative Hypotheses & Iteration

Hypotheses Tested:
1. AI + Sports theme drives engagement.
2. Brand partnership increases affinity.
3. Sports/athletics visuals outperform lifestyle shots.
4. Tier 1 celebrity endorsements boost engagement.
Asset Principles:
- Avoided assets with text (for translation).
- Prioritized bright backgrounds and product feature emphasis.
- Limited use of surprise drop visuals.
Formats: Compared photo vs. video, product shots vs. lifestyle, and talent-focused creatives.

C. Audience Targeting

Segmentation: Propensity models, lookalike audiences, outdoor/fitness enthusiasts, and followers of key athletes.
Learning Agenda: Used early campaign data to refine audience and creative for later sales phases.

4. Results & Learnings

Incrementality: Measured the impact of "Notify Me" opt-ins on sales and awareness.
Best Audience Identification: Iteratively refined targeting based on engagement and conversion data.
Creative Optimization: Identified winning creative themes and formats for future launches.
Channel Effectiveness: Assessed story-based content as a scalable lever for product launches.

5. Impact & Designer Fit

User-Centric: Designed opt-in experiences that respected user choice and privacy.
Data-Driven: Established a playbook for future launches, grounded in experimentation and rapid iteration.
Cross-Functional Collaboration: Worked with marketing, engineering, and creative teams to align on goals, assets, and timelines.
Scalable Approach: Built a framework to transfer learnings from "Notify Me" to pre-order and buy-now campaigns.

Why This Designer Should Be Hired

Demonstrates Product Thinking: Tackled ambiguous problems with structured strategy and clear hypotheses.
User Experience Focus: Delivered seamless, opt-in flows and thoughtful notification design.
Iterative & Data-Driven: Used experimentation to drive decisions and optimize outcomes.
Collaboration & Leadership: Navigated cross-team dependencies and led alignment on creative and channel strategy.
Industry Values Alignment: Embodies principles of boldness, rapid iteration, and user-first design.