Multi-stage campaigns with Early Access: direct conversion boost after launch

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Early Access Leads

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Case

About the fire

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.

Challenge

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

Goals

With our multi-phase campaign strategy, we want to use the effect of early access to achieve high sales in a short time and collect valuable email addresses and telephone numbers in the process. Through continuous email and WhatsApp marketing, OLAKALA then stays in contact with interested parties and increases customer loyalty and sales in the long term.

Maximizing sales immediately after the release of new collections
Increasing brand loyalty and exclusivity through early access offers
Collecting contact data for email marketing
Creating hype and increased demand before the official sales launch

Solution

The Alien Intel campaign, like all our OLAKALA campaigns, was carried out in several phases, starting with a teaser phase, followed by an early access phase and finally the actual drop phase.

Teaser phase (2 days):

Focus: Testing and identifying favorites among the products.
Strategy: Specific Hero products were highlighted through targeted marketing campaigns and content in order to arouse curiosity and interest among potential customers.

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Early access phase (1 day):

Focus: Offering exclusive access for subscribers via email and WhatsApp.
Strategy: The most popular products in the teaser phase were used as hero products for the early access phase to create exclusivity and further increase interest. In addition, extra ads were placed to announce that the early access phase was live.

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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 excitement to the entire collection.

Results

The multi-phase campaign strategy with early access promotions proved to be extremely effective in achieving fast sales and high engagement rates. The targeted use of exclusivity and excitement before the official release led to increased demand and fast sales of the new collection. We also used the ad insights and website views from early access to target ads for the Hero products for the release.

Valuable contact data was also collected through early access. Overall, sales on the Early Access day, in the first week after release and the total website traffic increased significantly.