wet n wild, a national cosmetics brand, wanted to promote brand loyalty among their customers, and get instant product feedback from their users.

We created a Beauty Advisory Panel by emailing qualifying questions to the wet n wild email subscriber base to find the most loyal brand advocates. This select group had an opportunity to try new products, samples of which were sent in the mail. Follow-up surveys were sent to collect customers' feedback on the new products—and this feedback was incorporated back into the product development process.

With an open rate of 48%, the initial email about the program significantly outperformed the benchmark rate of 20% for a B2C house email list.

We made brand loyalists feel they are part of something exclusive, which strengthens the relationship and increases engagement. Capitalizing on this group of people also helps make the brand better and stronger for other customers—by feeding the survey response information back to wet n wild to go into their product development cycle.