[JENNY PROJECT]
28+ Qualified Meetings With CEOs and CMOs at Sculpt, U Beauty, and Grunt Style
The Jenny Project had no structured outbound motion in a crowded consumer research category where prospects lump every tool together. We pivoted from broad outreach to signal-based targeting and a sharper packaging angle, booking 28+ qualified meetings with senior DTC decision-makers including Sculpt, U Beauty, Grunt Style, and Negative Inc.
Background
The Jenny Project is an AI buyer-simulation platform that helps DTC brands, insights teams, and agencies validate product ideas, claims, messaging, and packaging directions – before spending on launches or paid media. Instead of relying on survey panels, Jenny uses synthetic respondents modeled on real consumer behavior to deliver fast, directional insights.
This lets teams pressure-test decisions in hours (not weeks), cut research costs significantly, and move faster on high-stakes work like packaging refreshes, creative strategy, and go-to-market messaging – without waiting on fieldwork or dealing with panel quality issues.
The Situation
Before working with us, The Jenny Project’s outbound motion was early and inconsistent – mostly driven by LinkedIn and ad hoc outreach. They needed a scalable system to generate predictable conversations with the right decision-makers.
Yes, this was their first time running cold email as a structured, high-volume growth channel. Early tests also revealed a positioning challenge: Jenny sits in a crowded “consumer research” category where prospects often lump tools together (panels, survey platforms, generic AI insights). That commoditization made it harder to quickly communicate what makes Jenny different and meant that broad, general messaging didn’t reliably convert into booked meetings.
The Solution
Infrastructure Setup
We built an infrastructure of 33 domains and 99 mailboxes with separate warm-up schedules to maintain 100% health. Each campaign was segmented by audience type, ensuring deliverability stayed under 1% bounce rate across 30,000+ emails sent.
What Didn’t Work (Early Strategy)
We started with broad campaigns targeting marketing and branding agencies using a “pre-launch messaging testing” angle. While some variants produced higher reply rates, it didn’t consistently translate into demos, reply-rate lift wasn’t equal to qualified meetings.
We saw similar issues when we expanded to broad DTC lists: wide targeting diluted relevance, and results became volatile (some weeks strong, other weeks dominated by “not interested,” unsubscribes, and OOO seasonality).
What Worked (Winning Strategy)
The breakthrough came when we stopped selling “what Jenny is” and started selling why Jenny matters right now – using triggers tied to urgent decisions. We shifted into:
Signal-based targeting (recent product launches, new hires under pressure to perform, brands hiring for insights roles)
Sharper use cases instead of generic research language
Copy and CTA refinements based on reply quality, not just reply volume
Why We Adjusted + When We Knew
We realized the initial approach wasn’t working consistently by the early waves of agency + broad DTC outreach: engagement existed, but meetings didn’t reliably follow. That was the cue to change the variable that mattered most – relevance.
How We Adjusted
We collaborated closely with the Jenny team to iterate faster and narrowed campaigns through:
Better segmentation (industries + personas)
Trigger-based list building (launch/new hire/hiring signals)
Doubling down on the highest-converting angle: “Instant Packaging Feedback”
That packaging angle repeatedly generated meetings, so we scaled it across new outbound campaigns, re-engagement campaigns filtered for packaging-relevant personas, and eventually a LinkedIn motion aligned to the same message.
The Results
Booked 28+ qualified meetings across the engagement by moving from broad outreach to signal-based targeting and sharper use cases.
Identified and scaled a repeatable winning play: “Instant Packaging Feedback” (strong enough to extend into LinkedIn).
Built a sustainable outbound testing system (segmentation + copy iteration + re-engagement loops) while maintaining strong deliverability (generally under 1% bounce).
Let’s Build
Your Growth Engine
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