Good Sol is a faithful spin-off from Darn Good Yarn, a popular, ethically-sourced yarn brand. When their skirts started flying off their virtual shelves, they knew they had to give it it's own soul.
What was the best way to do that? Multivariate testing!
Would everything they knew from Darn Good Yarn transfer over to the new Good Sol? Would the same audiences buy, would customers still care about ethics, and do they want images, videos, or user-generated content?
While the LL Beaners no longer liked sustainable skirts, the rest of DGY's audiences do.
However, only young audiences care about sustainability. Middle-aged and up just want 'unique designs'.
In terms of media type, images had more stable performance across age groups and audiences, while videos trended up from 25+.
Oh and as usual, people love slightly edited user-generated content. Speaking of 'slightly edited', check out Anastasia-Beverly Hills' high level insights.
