WHOSE & Claspo: 4,450 Emails in 7 Days ’s with Black Friday Spin

WHOSE isn’t an average accessories brand. Launched in 2023 in Dąbrowa Górnicza, Poland, it began with a clear mission: students deserve better bags — not just stylish, but smart, practical, and ethically made. WHOSE positioned itself as a slow-fashion alternative to mass-produced goods, designing and producing everything locally. Their audience is young, design-conscious shoppers who value comfort, sustainability, and function in equal measure. 

The challenge

By the time November rolls around, every online store is shouting for attention. WHOSE didn’t want to shout louder — they wanted to get smarter.

For Black Friday 2024, the team was looking for a way to stand out without slashing prices across the board or blending into the sea of banners and boring discount codes. Their goal wasn’t just to ‘run a sale’. They wanted something that would actually engage visitors, make the promotion feel fun, and ideally turn that moment of interest into a lasting customer relationship.

Previously, they had been using Klaviyo’s built-in signup popups — simple and functional, but kind of forgettable. It did the job during regular weeks, but for a high-stakes, high-traffic event like Black Friday, they needed a tool that could hold attention and drive conversions. The challenge wasn’t just to grab emails. It was to make the whole experience feel more like a game — and less like a transaction.

The solution — a wheel that actually got people spinning

Instead of relying on the usual ‘Sign up and get 10% off’ banner, WHOSE decided to turn their Black Friday into something interactive using Claspo’s spin-the-wheel widget. It is a gamified popup that gave visitors a chance to win their discount or other prizes by spinning a digital prize wheel.

The idea was simple:

• The wheel appears a few seconds after someone lands on the site.
• The user enters their name and email.
• Then spins the wheel to get a surprise reward.
• Right after spinning, the user sees a unique promo code directly in the widget — ready to copy and use at checkout, without having to leave the site or check their inbox.

That small touch made a big difference. By delivering the code immediately, WHOSE avoided distracting users with an email detour and kept the momentum flowing straight to purchase.

How the widget was build

Designing a great pop-up isn’t just about what the user sees — it’s about what happens under the hood. From visual tweaks to trigger timing to how prizes were distributed, WHOSE made a series of smart, intentional choices that turned a basic template into a branded, conversion-ready experience.

Template customization

WHOSE started with one of Claspo’s Black Friday-ready spin-to-win templates — but what they launched looked nothing like a generic plug-and-play widget. Instead, they turned it into something that felt native to their brand — visually cohesive, fun, and instantly recognizable. All of it was done inside Claspo’s no-code drag-and-drop editor.

So what exactly did they change, and why? Here is what they customized:

• Added a name field — personalization starts here. WHOSE didn’t just want emails — they wanted to know who they were talking to.
• Enabled a checkbox for GDPR consent — essential for compliance and user trust. Adding this directly into the widget keeps everything clean and legal without slowing down the experience.
• Swapped background imagery — they replaced the default background. This made the widget stand out while still belonging to the overall site aesthetic.
• Changed the wheel and button colors — they now match the website design.

Why does this matter?

WHOSE approached the widget as a core part of the campaign experience. It didn’t look like an add-on. It looked like it belonged there from the start. That’s good UX. It reduces cognitive load (the mental effort needed to process a new element) and creates what designers call visual coherence. When users aren’t forced to reorient or second-guess the source of a popup, they’re more likely to engage without friction.

Trigger timing

WHOSE chose a simple trigger rule: the spin-to-win widget appeared a few seconds after landing, for every visitor, no matter the device or traffic source. At first glance, that might sound basic. But the logic behind it was sharp.

According to Similarweb data, the average session duration on whosethatbag.com is 43 seconds. That meant the team had under a minute — sometimes far less — to catch attention, build curiosity, and invite interaction. Waiting too long would mean missing the window entirely.

But here's what made this work so well: they paired that early trigger with a non-intrusive layout. Instead of using a full-screen modal that blocks everything, WHOSE chose Claspo’s floating box layout — a smaller, corner-anchored format that doesn’t hijack the user’s entire screen.

That made even an early popup feel natural — like part of the browsing flow rather than an interruption. This is what UX designers call a ‘natural interruption’ — it draws attention, but without forcing the user to pause or decide too abruptly.

Winning odds strategy

The beauty of a spin-the-wheel campaign isn’t just in how it looks — it’s in how the prizes are structured. WHOSE offered a mix of rewards:

• Percentage discounts (5%, 10%, 15%).
• Free shipping.
• A gift with purchase.

But here’s the smart part: they didn’t simply assign equal odds to each reward. Instead, they gave the second-best discount the highest chance of being won.

Results & business impact

The spin-the-wheel campaign ran during the final week of WHOSE’s month-long Black Friday promo — a strategic move designed to reignite attention and drive urgency toward the end of the sale period. Instead of relying on a single launch spike at the beginning of November, WHOSE spaced out their promotions. And just when audiences might have started tuning out, the gamified widget brought them back in. It wasn’t just a way to collect leads. It was a well-timed push that helped finish the campaign strong.

The results of WHOSE’s one-week Black Friday campaign spoke for themselves. With Claspo’s gamified widget live on-site, they saw:

That’s a conversion rate of up to 50% — a massive leap from their usual 3–5% with traditional sign-up forms.

But even more impressive: around 30% of those new subscribers actually used their discount and completed a purchase.

Why gamification wins during seasonal sales

Outside of Black Friday, WHOSE typically uses a clean, minimal sign-up form — something subtle and in line with their slow-fashion brand. It works well for regular traffic: simple design, low pressure, steady lead flow.

But seasonal sales are a different beast. During Black Friday, attention is scattered and every brand is shouting. WHOSE knew they needed something more than another ‘get 10% off’ pop-up — they needed something that would cut through the noise.

That’s where Claspo’s gamified widget came in. It didn’t just collect emails — it gave users a small dopamine hit, a feeling of luck, a reason to stay. The experience shifted from ‘join our list’ to ‘you just won something’. And that shift made all the difference. Key takeaway for marketers:

• Use simple, low-friction popups for everyday lead capture.
• Use gamified, interactive formats when the stakes are high and the competition is louder — like Black Friday, product drops, or flash sales.

Planning your next big promo? Spin-to-win worked for WHOSE — it might just be the thing that sets your campaign apart too. Take a look around and see what you could create with Claspo.