Show the rinse before explaining it.
Foot Fountain tested how quickly an unfamiliar outdoor fixture could make sense in waterfront, pool and RV settings.
96%of revenue from first-time customers
Show the rinse.
Make the use clear.
The product
A foot-rinse platform connected to a hose.
The demonstration
Show the rinse early, before the plunge or the trip indoors.
A familiar setting
Waterfront, RV and outdoor-home settings connect the product with its use.
Make an unfamiliar product obvious
Foot Fountain needed to introduce an outdoor foot-rinse fixture for waterfront homes, pools and RVs. Spring and summer gave shoppers a reason to consider it, but the launch still had to make an unfamiliar product easy to understand.
Put the rinse in the opening
Marketer tested creator-style demonstration video, static creative, lifestyle footage and user-generated content. The clearest direction was to show the rinse early in a waterfront or RV setting the buyer recognised. Static variations followed the same logic.
The team read purchase response alongside attention measures, distinguishing openings that attracted viewers from those that also explained the product.
A specific creative direction for the season
The demonstration led the ads that followed, giving the team a specific way to present the product. Foot Fountain sold out before the season ended.
First-time customers brought in 96% of store revenue.
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