A New Kind of Hydration:
Slimming Electrolytes Paired With a Modern Launch Strategy
My Role: Lead Designer • Creative Direction • Multi-Channel Strategy
Overview
Reimagining the product launch journey for a new category
PRODUCT LAUNCH LANDING PAGE EMAIL
SOCIAL MEDIA
Fit IV launched in September 2023 as SkinnyFit’s first electrolyte powder, powered by InnoSlim®, a clinically studied ingredient for healthy weight management. With slimming benefits, enhanced hydration, and a new on-the-go stick-pack format, the product introduced multiple firsts for the brand — giving us the opportunity to rethink our launch approach and create a more modern, story-driven experience.
The Challenge
Because Fit IV introduced new benefits, new packaging, and a fresh angle within the SkinnyFit lineup, a standard PDP couldn’t fully communicate its value. We needed a modern, mobile-friendly landing page that could educate and convert first-time viewers. This launch also brought a new challenge: using SMS as the primary early-access channel. With SMS rapidly growing, it became the ideal way to introduce the product ahead of our traditional email pushes.
Introducing
Fit IV by SkinnyFit
Fit IV is a hydration powder that combines essential electrolytes with a clinically studied weight-management ingredient, InnoSlim®, to support hydration and healthy weight maintenance. Designed for convenience, it comes in on-the-go packets for easy mixing anytime, anywhere. The formula blends vitamins, minerals, and metabolism-supporting ingredients to help users stay hydrated, energized, and support body composition goals.
The Strategy
A Connected Launch Strategy Across Every Customer Touchpoint
We approached the Fit IV launch as a connected, multi-touchpoint experience designed to build anticipation and guide customers into early access. From the signup form and SMS messaging to teaser emails, launch emails, and an SMS-exclusive landing page, each piece played a specific role. Together, they created a cohesive funnel that educated and converted customers across channels.
Touchpoint 1: Signup Form
We kicked off the launch by directing customers to a dedicated signup form built to capture early interest. This allowed us to segment the most engaged users and create a focused audience for exclusive SMS access, ensuring the launch began with high-intent leads.
Touchpoint 2: SMS Communication
SMS became the core driver of early access, delivering timely updates, teasers, and the first opportunity to shop. This channel allowed us to speak directly to our most engaged customers with concise, high-impact messaging tailored for mobile behavior — creating urgency and excitement the moment Fit IV became available.
Touchpoint 3: Emails
Email supported the broader rollout with a multi-send strategy that built anticipation, announced the launch, and reinforced momentum afterward. Teasers introduced the product’s benefits, launch emails expanded the story, and post-launch messaging helped maximize reach and conversions beyond the early-access window.
Touchpoint 4: SMS Landing Page
To complete the journey, we created a modern, mobile-first landing page accessible exclusively through SMS. This page provided deeper education, stronger storytelling, and a streamlined path to purchase — offering a richer, more conversion-focused alternative to the standard PDP while rewarding SMS subscribers with a premium early-access experience.
Signup Form
A Hint of Mystery to Spark Signups
We kept the signup form intentionally vague — just a date and floating pieces of watermelon. No product name, no full reveal. The goal was to build intrigue and encourage customers to sign up simply to find out what was coming. That early curiosity became the foundation for our SMS-first launch.
SMS’s & Emails
Connecting the Launch Through Sequential Messaging
This campaign relied on a carefully sequenced rollout across SMS and email, each message designed to build anticipation and guide customers closer to the launch. From teasers to the early-access announcement to post-launch follow-ups, every send played a specific role in keeping momentum strong throughout the campaign.
SMS 1: Early Access Launch
The first message dropped on September 28 at 11:30am, unlocking early access exclusively for SMS subscribers. This head-start created urgency, boosted engagement, and set the tone for the full public launch the following day.
Email 1: Official Launch
The official launch email deployed on September 29 at 2:00am, introducing Fit IV to our full audience. This send marked the public release, expanding awareness beyond SMS subscribers and driving the next wave of traffic and conversions.
SMS 2: Launch Reminder
To keep momentum high, a reminder SMS went out on October 4th, calling out Fit IV as our newest weight-loss hydration drop and urging subscribers to snag it before it sold out. This nudge added excitement and reinforced the rapid selling pace of the launch.
Email 2: Product Education (Weight Loss)
For Email 2, we spotlighted Fit IV’s weight-loss benefits through fun facts and quick-hit FAQs that explained how hydration and InnoSlim work together. This educational angle helped customers understand the “why” behind the formula and moved them closer to feeling confident in their purchase.
Email 3: Product Education (Hydration)
For Email 3, we shifted the story toward beauty and hydration — showing how Fit IV supports healthier skin, improved energy, and ageless radiance from the inside out. This approach expanded the product narrative beyond weight support, highlighting its broader wellness impact.
Curious to see how other SkinnyFit launches came to life? Explore more product launch emails here.
SMS Landing Page
A Mobile-First Landing Experience Built for Conversion
For SMS subscribers, we built a landing page that felt dynamic, modern, and deeply informative. Lifestyle imagery set the tone, while direct-response copy and an emphasis on InnoSlim guided users through Fit IV’s story. A scrollable ingredient carousel, polished How To Use and Guarantee sections, and an eye-catching pricing design all came together to create an experience that both educated and converted.
