The Kitchen Table Influencer Program
When Sur La Table launched an influencer program inviting customers to become brand ambassadors, the first send fell short of expected traffic. Here's how the designer and I fixed it.
The Problem
The Duel influencer program launched across email, social, and web, and the assets had been written by someone outside of the copy team. Engagement was incredibly low with virtually no engagement across any channel. This is the landing page before I fixed the information hierarchy. The red marks show my thought process as I worked through what needed to change.
The Approach
The two core issues were clarity and hierarchy. The original assets led with the program name and leaned on brand recognition to do the heavy lifting, but customers needed to immediately understand what was being offered and why it was worth their time. I pushed back on members of the leadership team who felt Sur La Table had enough equity to lead with the program name. My argument was this: people process an enormous amount of content every day, and anything that makes them work harder to understand an offer gives them a reason to leave. The benefit had to be obvious in the first few seconds, otherwise they might leave before knowing what the program even was. Working within what leadership wanted to keep, along with what they wanted to add this time around, I rewrote the assets, and the results backed up my approach.
The work
A full rewrite of all assets across email, social and web, turned around in 2 days.
The Result
The rewritten email send had 29.6% higher engagement than the first. Organic social had much higher engagement, and the page itself was much clearer. the format became the standard for all assets associated with the program.
