Plufl: Building Personalized Customer Journeys For A High-Ticket Brand

Plufl is an innovative DTC brand reimagining comfort with its unique, human-sized dog beds designed for ultimate relaxation. Co-founders Noah Silverman and Yuki Kinoshita turned their idea into a viral sensation, successfully launching on Kickstarter, where they exceeded their initial goal by raising over $290,000.Plufl quickly gained traction as a brand committed to bringing a new level of coziness to people’s lives, blending fun and function with their product. Their creativity and focus on comfort have garnered attention from major media outlets like The New York Times and Forbes. When Plufl joined REV SCALE, it had outgrown its initial email strategies and needed a more sophisticated approach to support its rapid growth. Gearing up for broader market penetration and an increasing demand for its unique product, Plufl turned to Longplay to strengthen its retention and lifecycle marketing efforts.

Brand Goals:
- Create a high-performing pop-up and test different offers
- Building personalized journeys based on zero-party data.
- Revamp flows to elevate the design and reflect the quality of the brand
- Nurture and engage customers with their unique products while keeping design aesthetic high with minimal copy
- Nail their specific tone of voice and introduce customers to the Plufl universe
- Create a rock-solid strategy for sales and nailing messaging via campaigns

Our Process:
When we engaged them, multiple calls were made to discuss the brand’s tone of voice, future plans, and goals for their flows and campaigns. We discussed personalizing the flows based on zero-party data collected with a pop-up and creating multiple opt-in sequences and concurrent offers to reflect the intention of the customer. After a long discussion, we communicated via Slack. We started to create a recommended flow strategy we mapped out meticulously via diagrams and created mock-ups of the designs to match their branding deck and vision, as well as a pop-up.

Before working with Rev Scale

Plufl had minimal flows, no personalization, an inconsistent campaign cadence, a lack of congruent design across their emails, and a generally weak strategy for converting purchases via retention strategies.

After working with Rev Scale:

Pop-Up
‍Their pop up offer below was noisy, with too much design, yett had a strong offer, but converted very poorly. We attributed that to to the lack of engagement, distracting design, unclear visual hierarchy, and generally confusing pop up.
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We, like we do with all clients, create high performing components using three areas of focus:
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- Gamification / Zero party data
- Offer
- Design

By asking a question that equally penetrates into the customer’s desires, we create an engaging pop-up that contributes to the CRO of the website, pushing the customer to accept the brand’s product as a solution to their exact pain point. We also collect zero party-data, where we can segment them into a more personalized opt-in journey, or use the data for more targeted campaigns. In this instance, We created two pop ups for the distinct flagship products, the Hugl and Plufl. By creating a more engaging and customer-centric pop up, we 4’xd their CVR on their pop up from 4% to 20%.

Before

After