New Product Launch: Embark Age Test

Role: Lead Designer

Stakeholders: New Product Development PMM, VP of Brand, Channel Managers

Consulted: Content and Creative

The Embark Age Test estimates your dog's calendar age by measuring DNA methylation. When you know how old your dog is, you can better provide age-appropriate care — and get them a birthday present or two.
Two-phased GA launch strategy starting in early October.
Phase 1 (Oct 4-Oct 31): Convert as many ECs as we can (Wait List + DOs whose dogs have no or estimated age in EV.com profile) while testing into RAF, paid search, paid social, affiliate & influencer to broaden reach & buzz.
Phase 2 (Nov 1-Dec 30): Based on Phase 1 results, optimize for and scale up EC and PC efforts around Holiday. We plan to bundle Age Test with our core DNA products in email, paid social, and affiliate channels.
Primary target is existing customers (ECs) that are on the WaitList or are friends of those on the WaitList (RAF)
Secondary target is ECs that have dogs w/estimated or no age in their myEV profile.

Phase 1

Phase 1 focuses on a messaging test to understand what messaging resonates with the consumer.

This will guide Phase 2 messaging so a creative test can be conducted. Through omni-channel marketing (email, paid social, and affiliate) determine whether curious/celebratory messaging or health messaging performs.

Creative will utilize photos from Age Test Product Shoot.

Better care based on true age
The most accurate dog age test
With Embark’s new Age Test, discover your dog’s calendar age and give them the best care based on their life stage.
Health needs depend on their age
The most accurate dog age test
With Embark's new Age Test, you can learn how to best care for your dog at each life stage.
Reveal your dog’s true birthday
The most accurate dog age test
With the new Embark Age Test you can discover and celebrate your best friend’s calendar age.
Curious about your dog's age?
The most accurate dog age test
Most use their Gotcha Day or take a guess, but now you can celebrate your best friend’s birthday with our new test.

Phase 2

Phase 2 focuses on a creative test to understand what imagery resonates with the consumer.

Based on Phase 1 learnings (and general Embark) we know that product boxes performs. In Phase 1, we kept creative very limited to just the boxes and moved away from the blue/yellow backgrounds present in our other core products.

Based on phase 2 learnings, this will guide future product launches, photoshoot preparation, and how we make better creative decisions alongside our product box to optimize sales and reach.

We want to see if changing the background to monochromatic like our other core products make difference
We already know that dog+product box doesn’t perform as well – will adding extras alongside the product box make a difference to the consumer?
Gain insight if customers see value in seeing results in creative.

Creative Testing Strategy

Festive Gray

Clean, scannable
Bright gray background
Clear product shot
Light touches of festive elements to bring in color
Monochromatic

Utilize product shots from photoshoot
Light purple background
Product shots are contrasted slighted with light festive touches
Product Box with Mobile Phone

Lean into final results
Match celebratory content