Work · New brand · lifecycle strategy
Yeehaw Mushroom Chocolate
A brand-new mushroom chocolate brand from the makers of Koi. I'm building its lifecycle and retention program from zero.
The brief
Yeehaw is a new mushroom chocolate brand from the team behind Koi: loud, psychedelic, Western, and nothing like a supplement aisle. My job is to build the lifecycle and retention program from the ground up, so first buyers become regulars.
Insight
A brand this big on personality can't send generic retention emails. The program has to sound like Yeehaw: playful, a little rowdy, and clear about what's in the bar and why it's worth reordering.
What I'm building
The welcome and post-purchase journeys, a subscribe-and-save path on the product page, and launch campaigns like the 24-hour BOGO, all in the brand's own voice and art.
Where it's headed
It's early, and volume is still small, but the trend is promising: sales grew about 13% a month from July through September. The retention program is built to turn that momentum into repeat buyers.
