How Triangl made Kendall Jenner ask for their bikini

Good morning,

Most brands chase the person they want to influence.

Triangl did the opposite. They gifted everyone around Kendall Jenner until she asked them for a bikini herself.

Today:

We break down that strategy, show you how to use AI and statistics to find your real hero product, and share the latest ideas and actions worth stealing.

Back in 2014, Triangl was a small swimwear brand in Australia.

They wanted to break into the US.

They knew if Kendall Jenner posted in their bikini, they would blow up.

But they could not afford her. They could not even reach her.

So they made a plan.

They gifted her friends instead

Triangl looked at who was around Kendall.

Not the famous names.

Bella Hadid and Hailey Baldwin had about 2,000 followers each back then.

Triangl sent them bikinis.

Then they sent more to the rest of her circle.

Everyone around Kendall. Except Kendall.

Then Kendall emailed them

A few weeks later an email arrived.

It was Kendall. All her friends had these bikinis. She wanted some.

And the rest is history.

Why it worked

Imagine everyone in your group has something you do not have.

That is FOMO, and it sells for you.

And because she asked, they paid her nothing. She picked her own moment and her own photo.

That is why it looked real.

Go through the circle, not the target

Go at the target and you pay their price.

The How-To

We treat our best seller as our hero product.

It sells the most. So it gets the budget.

But the hero product is the one that generates the highest lifetime value. The first purchase that brings a customer back again and again.

Sometimes that is the best seller. Often it is not.

You can find it with the Wilson score.

The Wilson score

A formula from 1927 that tells you how much to trust a percentage.

Every rate comes from a sample. A 60% repeat rate from 20 customers and a 60% repeat rate from 2,000 customers look identical on a report. They are not. Wilson takes the rate and the sample size and gives you a floor: the lowest the rate could really be.

Big sample, floor sits close to the rate. Small sample, floor drops.

Reddit sorts comments with it. A comment at 2 upvotes and 0 down is 100% positive. It would top every thread. Wilson gives it a floor of 34% and it drops where it belongs.

Watch it in action

We built a skill that reads your Shopify orders and runs the score and find you your hero product

If you only look at repeat rate, this is what the hero product looks like.

Retinol looks like the hero. 62%.

The hero score:

Retinol: 288 customers. Floor 56%. Hero score 162.

SPF: 1,913 customers. Floor 29%. Hero score 564.

SPF produces 3.5x more repeat customers than the product that looked like the winner. It is second on every report the store already has.

That is the product the next ad test goes on.

The skill file, the script and the steps are in the AI Launch Codes section at the bottom of this newsletter.

P.S. AI Launch Codes gives you two ready-to-use workflows every week. Each one helps you make money, cut costs, save time or remove a frustrating task from your business.

For its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.

LolaVie used Roku Ads Manager to test and optimize creatives — reaching millions of potential customers at all stages of their purchase journeys. Roku Ads Manager helped the brand convey LolaVie’s playful voice while helping drive omnichannel sales across both ecommerce and retail touchpoints.

The campaign included an Action Ad overlay that let viewers shop directly from their TVs by clicking OK on their Roku remote. This guided them to the website to buy LolaVie products.

Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads.

The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.

Learn more.

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The movement earns attention. The quiet centre makes the message easy to read.

Steal this by animating your products around a fixed offer. The eye follows the motion. Then lands exactly where you want it.

This Grüns’ ad looks like a brand apology at first, creating curiosity before turning the “mistake” into a clever reason to buy.

Open your support inbox.

Find one complaint that has appeared more than once.

Trace it back to the cause:

Fix the product or process first.

Update the marketing only when the problem cannot be removed.

One repeated complaint. One permanent fix.