Multi-Phase Campaigns with Early Access: Direct Conversion Boost After Launch

The Mandate

OLAKALA is a German fashion brand founded by influencers Inscope21 and Tim Gabel. Since 2018, OLA KALA has established itself in Stuttgart and is known for its creative designs and innovative approaches.

The challenge was to achieve high sales momentum and engagement for the new OLA KALA collection through a multi-phase campaign strategy consisting of teaser, early access, and drop phases.

With our multi-phase campaign strategy, we wanted to leverage the early access effect to generate high revenues in a short period of time while also collecting valuable email addresses and phone numbers. Through ongoing email and WhatsApp marketing, OLAKALA subsequently stays in touch with prospects and increases customer loyalty and revenue over the long term.

The Play

The Alien Intel campaign was, like all our OLAKALA campaigns, executed in multiple phases, beginning with a teaser phase, followed by an early access phase, and concluding with the actual drop phase.

Teaser Phase (2 days)

Focus: testing and identifying favorite products. Strategy: through targeted marketing actions and content, specific hero products were highlighted to spark curiosity and interest among potential customers.

Early Access Phase (1 day)

Focus: offering exclusive access for subscribers via email and WhatsApp. Strategy: the most popular products from the teaser phase were used as hero products for early access to create exclusivity and further build interest. Additional ads were run to announce that the early access phase was live.

Drop Phase

Focus: official release of the entire collection. Strategy: the hero products from the early access phase were used to support the drop and transfer the hype to the full collection.

The Return

The multi-phase campaign strategy with early access activations proved extremely effective in generating rapid sales and high engagement rates. The targeted use of exclusivity and anticipation before the official release led to increased demand and a swift sell-through of the new collection. Furthermore, we used the ad insights and website traffic from the early access period to run targeted ads for the hero products ahead of the release. In addition, the early access phase enabled the collection of valuable contact data. Overall, sales on the early access day, in the first week after release, and total website traffic increased significantly.