Thu 4 Jun 26 - the VIP day-one mechanic is reconfirmed (30% for 24h, no $30 add-on), Marpipe activates for the US, and the Alia A/B test is deferred past MYS to avoid a confound.
Decisions & pivots
- VIP offer reconfirmed by Andy: 30% off site-wide for the first 24h, reverting to 25% after - no $30 store credit on top (meeting). Phase A CTAs confirmed to carry all 3 elements: 24h early access + 30% sitewide + perks (tethrd-blackboard-boncharge).
- Marpipe annual contract activated for US ($9.99/mo); AU/UK/CA on hold pending a native multi-market feature ($3.99/market), aiming for all 4 live before MYS (meeting).
- Alia A/B test on store CVR to be pushed until after MYS to avoid sale-popup confounding (tethrd-team). [pivot]
- US MYS list-building creative to use '4th of July sale' framing instead of 'Mid Year Sale' (tethrd-boncharge).
Discussed / in motion
- Sale ad framework: Week 1 = sale-live/sitewide/shop-favourites; Week 2 = urgency/final-chance; name-drop deal mechanics broadly without committing values or schedule (tethrd-blackboard-boncharge).
- Katie wants more premium 30-40s talent vs Gen Z UGC; team's stance is performance media needs thumb-stopping content, premium lives in organic (meeting).
- VIP signup delivered as an Alia fullscreen multi-step popup, no standalone landing page; Rebuy covers cart/checkout only, site banners built separately (tethrd-boncharge / tethrd-boncharge-klaviyo).
Open loops
- A/B test timing clashes with the MYS popup switchover (could hand the no-Alia variant a false win on store CVR); team assessing whether existing data can prove uplift without a live test (tethrd-team). [open]
Rules added (4)
- No end-frames on Blackboard/UGC videos - makes content read as an ad (creative).
- List-building video CTAs avoid specific deal values; use aspirational + scarcity language (creative).
- Face mask: no puffiness/lymphatic claims; use "a more sculpted look" - confirmed by Ana Martins, compliance (creative).
- Prefer premium texture-led backgrounds (e.g. grainy) over plain or AI-generated fills (creative).
- Client reporting metric for Alia is store/sales CVR, not Klaviyo CVR (analytics).