How We Helped KXVI Launch Vintage Essentials with a Tiered Funnel Strategy & 200 Sold-Out Copies

KXVI is a producer and sound designer known for his soulful, analog-inspired sound. His work resonates deeply with creators in the vintage, jazz, and soul production space. When it came time to drop his most ambitious sound pack yet—Vintage Essentials—KXVI partnered with HEATE to execute a full-scale funnel strategy designed for impact.

Released in September 2024, Vintage Essentials featured a collection of drums, loops, one-shots, presets, and more—all tailored for soul music producers. Our role was to build the end-to-end launch strategy, starting from the first tease all the way through to evergreen.

Project Snapshot

This launch was all about phases and pressure—building anticipation and converting in carefully planned waves.

We were responsible for:

• Designing a fully custom sales page, using layered Photoshop files from the brand artwork

• Writing and developing all page copy and design assets

• Creating and managing a multi-stage funnel: teaser → beta pack → waitlist → launch → evergreen

• Structuring a limited 200-copy bonus offer, followed by a timed discount window and evergreen availability

We also handled the full email campaign strategy, including tease emails, beta pack promotions, launch week pushes, and automated follow-ups.

Goals Summary

Our objectives for the Vintage Essentials launch included:

🎯 Goal 1: Build early awareness through teaser content and Sample Roulette to spark curiosity

🎯 Goal 2: Convert that interest into waitlist sign-ups through a strong beta pack offer

🎯 Goal 3: Craft a high-converting sales page that visually and tonally matched the premium brand

🎯 Goal 4: Execute a tiered launch: 200 bonus copies → 7-day discount → evergreen availability

Execution Summary

We designed and implemented a launch strategy broken into distinct, conversion-optimized phases—each supported by on-brand assets and segmented email flows to ensure consistent momentum across every touchpoint.

Tease Phase: Sample Roulette + Email Hype

We kicked things off with teaser content—videos of KXVI previewing the pack and a custom Sample Roulette experience that let fans hear randomized samples on demand. This fun, interactive entry point helped build hype and gather early engagement. We sent teaser emails to the full list with links to Sample Roulette and early sneak peeks.

Performance:

• 33% open rate

• 0.9% click-through rate

Beta Pack + Waitlist Conversion

Once buzz was established, we dropped a free beta pack to warm leads and drive email signups. This led to a segmented waitlist campaign where users received targeted emails and CTAs guiding them to opt in for the full drop.

The funnel moved cold traffic into committed fans.

Performance:

• 38% open rate

• 1.85% click-through rate

Launch Week Execution

The product launched in two tiers:

• First 5 day: 200 exclusive bonus copies

• Following 2 days: time-limited discounted offer

We used urgency, timers, limited quantity callouts, and strategically placed upsell sections on the sales page.

Performance:

• 35% open rate

• 1.74% click-through rate

• 200 bonus copies sold out in 5 days.

Evergreen Transition

After the launch window ended, we converted the sales page and campaign messaging into evergreen assets. The funnel was repurposed for long-term traffic and onboarding through welcome sequences and automated flows—ensuring long-term returns from the same initial system.

Results Summary

The KXVI Vintage Essentials launch hit every benchmark and proved the value of multi-phase strategy, storytelling, and clean funnel design.

Key Metric 1

200 bonus copies sold out in 5 days

Key Metric 2

16% of the waitlist converted into paying customers

Key Metric 3

Email Open Rates: Tease 33%, Beta Pack 38%, Launch 35%

Key Metric 4

Email Click-Through Rates: Tease 0.9%, Beta Pack 1.85%, Launch 1.74%