SoPost Wave 1 Campaign Report Final Version

results from sampling campaign

1. SOPOST CAMPAIGN REPORT CURL TALK CREAM/GEL | WAVE 1

2. EXECUTIVE SUMMARY Campaign Overview: Sample campaign with SoPost to distribute 10K tandem samples of Curl Talk Cream and Gel to drive purchases through trial. This is the first of 3 waves. Samples are claimed by engaging with our targeted paid ad and going through our lead form process. Customers receive a sample within 2 to 3 weeks along with an info card with a QR code driving to Walmart.com Customers are emailed and asked to complete a survey 28 days later, and a drive-to-purchase email is sent one week after with a C2C link to Walmart.com and Target.com. Total Wave 1 Spend $26,285 (includes SoPost fees, syndication fee, samples, digital ad spend) Results : This program has resulted in tiered results, with both consideration-driving and conversion-driving results. Reviews (Consideration-Driving): 478 Reviews Syndicated to Bazaarvoice ! (Typically, would have cost +$90K for a similar review count through BV) Cream received 184 reviews, 4.62 stars, and the Gel received 287 reviews, 4.56 stars Emails (Conversion-Driving): 9,965 emails were added to NYM email list! (This has nearly doubled our general email list size! From 15k to 25k) Currently running email campaigns to this segment driving to DTC. We have a better read in 3 to 4 months of this segment’s engagement & conversion. To date, their average open rate is 36%, -20% that of our general segment average open rate Sales Lift Results (Conversion-Driving): Outside of dedicated SoPost post-trial email flow – with extremely low CTR – we also looked at overall POS lifts during the time of the sampling program. WMT: The overall incremental lift we saw across all POS channels was +5.95% compared to POS results pre-campaign. This strips out attributed revenue from overlap of Ibotta, and sponsored posts activations running on Walmart.com. A true ROI of Wave 1 and effectiveness in driving discernible conversion from trial are to be finalized upon completing the email segmentation test.

3. SURVEY RESULTS The survey was emailed to the customer 1 month after receiving the sample to allow time for use and purchase. Purchase Intent and Reviews: (page 19) 84.7% claim to have purchased or are likely to purchase the Defining Cream, and 80% for the Sculpting Gel 26.2% purchased the Defining Cream, and 28.3 have purchased the Sculpting Gel Unclear if they purchased the month prior to getting survey, after receiving a sample or if they already owned prior to receiving sample We are adding in a question for Wave 2 to clarify the above 58.5%  would be likely to buy the Cream, and   51.7%  would be likely to buy the Gel  ​ Avg. Star rating for both is 4.59/5​ Negative ratings that left a review (8) were attributed to the cream/gel feeling waxy, crunchy, or weighing hair down. This aligns with the insight that CT appeals to looser waves/curls, and product may be too heavy for this hair type. 471 reviews reported. Currently, 478 as 7 were submitted after the report. Demographics: (page 22) 89% are either wavy (42.6%) or curly (46.4) Competitor: (page 23) Brands most observed by our curly consumers as having purchased in the past 6 months in order of rank, Aussie Miracle Curls (32.2%), Curl Talk (25%), Garnier Fructis Curl Nourish (24.6%), Aussie Miracle Moist (22.1%), Tresemme Flawless Curls (19.6%)

4. KEY TAKEAWAYS SoPost Value: Effective at generating reviews and best utilized as a part of review strategy. Reviews can syndicate to Bazaarvoice Wave 1 collected 478 reviews between the Defining Cream and the Sculpting Gel Collected 9,965k user emails and increased our database from 15k to 25k during one activation. For Wave 2, we are creating designated email flows for the new subscribers to tailor product offerings based on their sampling journey  We will test if this increases overall engagement of segment Survey questions provide insights into demographics and curly hair user’s brand awareness and purchase behaviors SoPost Challenges: Ultimate goal of 10% to 15% conversion not obtained. Info card with QR code and Drive to Purchase email with C2C to Target.com and Walmart.com ineffective. Sampling to a general audience (found via ”open call” on Facebook) decreases likelihood of prospects actually being engaged in brand or product experience vs. just wanting to try new things for free Execution was a bit choppy, with key details not implemented and having to correct post-activation Recommendations: Consider a promotion on Wave 2 and Wave 3 drive to purchase email to increase engagement and conversion. Pursue other sample partners that offer what SoPost does but have proven tools to drive conversation at retail.

5. March 13th-April 13th WALMART – PRE-CAMPAIGN VS. POST CAMPAIGN UPDATE: * Lift backs out attributed revenue from overlap of Ibotta, and sponsored posts activations running on Walmart.com (2%). The overall YOY incremental lift we saw across all POS channels was +5.95% compared to POS results pre-campaign the lift was 13%.

6. OMNI Channel POS Overview: Curl Talk Cream & Gel Additional contributions to sales shared with Ibotta offer and sponsored posts running on Walmart.com. sponsored posts.

7. OVERALL CAMPAIGN PERFORMANCE

8. PAID CAMPAIGN PORTION RECAP

9. PAID CAMPAIGN PERFORMANCE Overall Per Ad Creative C2C Links ROI Campaign ROI Consumption TBD Gross TBD Campaign name Results (Meta Leads) Reach Impressions CPM Cost per results Amount spent (USD) CT CREAM/GEL 10,569.0 46,124.0 93,881.0 $ 5.71 $ 0.051 $ 535.89 Ad Name Reach Impressions Cost per results CPM Quality ranking Engagement rate ranking Amount spent (USD) CT Cream/Gel Static 1 29,088.00 47,468.00 0.051 $ 5.59 Above average Above average $ 265.14 CT Cream/Gel Static 2 26,161.00 41,647.00 0.051 $ 5.79 Above average Average $ 241.34 CT Cream/Gel Static 3 3,208.00 4,758.00 0.046 $ 6.18 Above average Average $ 29.39 Creator C2C Raw Additions Real Additions (7% Conversion) QR code Info Card  $                    530.97  $                       37.17  DTP Email TGT 5/1  $                     383.52  $                         26.85  DTP Email WMT 5/1  $                     124.09  $                         8.69 Total  $                     1038.58  $                         72.71 *A true ROI of the program and effectiveness in driving discernible conversion from trial to be finalized upon completing the email segmentation test.

10. DIGITAL CAMPAIGN PARAMETERS Social Media outlet: Meta (boosting 3 assets within the same Ad group ) Flight Dates : From 3/15/23 until 3/20/23 Collection of focus: Curl Talk Cream and Gel tandem packettes (using a total of 10K packettes ). Ad creatives: 3 in total (all showcasing the same products but different element orientation within the asset) Creative source: Regular Meta campaign optimizing toward lead generation; campaign was shown in FB & IG in 5 suitable formats (stories, reels, search, in-feed). Retailers of focus: N/A Total budget: $3,300 but only $533.50 was used to promote the distribution of 10K samples

11. Curl Talk Info card Tandem Packets adhered to back of 5.5 x 6.5 card QR code with C2C to Walmart.com Digital paid ad 10k tandem packets to be distributed Curl Talk Cream and Gel Tandem Packets CAMPAIGN ASSETS

12. DRIVE-TO-PURCHASE EMAIL

13. PAID CAMPAIGN CONCLUSIONS & RECOMMENDATIONS The overall CPC of the campaign was $0.051 per on- facebook lead which is excellent for this type of campaign.  The overall CPM of the campaign was $5.71 which is positive/low when compared to the average CPM for leads campaigns in FB which is around $7.19 The campaign achieved a total of 93K impressions which is extremely high considering the campaign only ran for a period of 6 days. Creative V1 is the highest performing asset of all 3. “Define – Shine – Defrizz your curls” is the best performing message, which leads to believing that strong claims with clear benefits will yield the best results. The Meta algorithm marked this asset’s performance as above average. “Let your curls do the talking” was the lowest performing message; the recommendation would be to avoid puffery claims and focus on benefit-driven messages. When it comes to elements in the creative,  showing the goop of the product enhanced the assets making them more compelling and increasing their performance. The Meta reporting app shows a total of 10,567 leads that were generated as a result of this program; all these leads clearly outline various pieces of data including e-mail addresses which will be included in our DTC database. Note - SoPost has clarified that not all leads equate to a sample redeemed. The campaign was turned off as soon as SoPost advised that all 10K samples had been allocated. We had allocated a total of $3.3K for this sampling wave, but the total amount of samples (10K) were distributed when the campaign reached a total cost of $535.89 PAID CAMPAIGN

14. Reviews and Survey Appendix

15. Appendix