Category Launch
Copper & Pine wanted recurring revenue without training customers to wait for discounts. I named the program, priced the tiers with finance, wrote the one-page brief the creative ran on, and put 70% of the media into email and paid social where the model said payback lived. We passed 10,000 members in month five, finished the first six months at 12,400, and paid back the launch media in month seven. The retention curve is the slide I open with: 71% of the first cohort was still active a year later.
