Four Sigmatic Turns 10

Overhauling brand voice and visual aesthetic for a mushroom coffee company

My relationship with Four Sigmatic started off with a bang. We onboarded with less than a month before their 10th anniversary—a huge occasion that also happened to be a Black Friday-level sales event. They approached us with 3 main goals: 1) resurrect the fun, witty, and particularly Finnish sense of humor that had fallen out of their copy; 2) redefine their art direction; and 3) drive customer LTV by converting one-off customers into subscribers and increasing existing subscriber AOV.

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As the Account and Project Manager, I took the lead on two fronts. First, I worked with my fellow copywriters to develop the content calendar, then I tackled internal review for voice and compliance. I also collaborated with our graphic designers to define and align on an account-wide aesthetic and strategy for applying the new visual design direction to each email.

After finalizing the content, I started segmenting the audience. At this point, Four Sigmatic was hitting a small subset of their audience repeatedly, so I knew there was room to improve. I took the opportunity to reset their segmentation and re-engage profiles that had gone untouched over the past 120 days, increasing the audience size by 57%.

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I broke the audience down into two main groups: existing subscribers who would receive a specific offer and an expanded non-subscriber audience who would receive a subscription-based offer. From there, I fine-tuned the messaging for each segment to ensure that our copy was tailored to the right audiences and initiated the roll-out.

In spite of the tight turnaround time, the campaign was a massive success. Not only did we rope in a large amount of previously unengaged customers, we also exceeded their subscriber growth KPIs by ~20% and increased subscription AOV.

Not only did we optimize Four Sigmatic’s segmentation strategy and rope in 80,000+ previously unengaged customers, but we also exceeded their KPIs for both subscriber growth and subscriber AOV throughout the sale period. All in all, it was a fast-paced, exciting campaign that set the tone for one of my all-time favorite clients.