Build hype with hero products and extend it to the product range.

Case

About the fire

Root Atelier is a high-quality streetwear brand characterized by exceptional design and attention to detail. The brand combines stylish fashion with unique details and focuses on precise workmanship and unusual designs.

Challenge

With the "Puffer Jacket Drop" campaign in November 2023, Root Atelier wanted to create hype around their new puffer jackets and extend this hype to the entire range. The challenge was not only to increase awareness and enthusiasm for the Puffer jackets through the targeted use of hero products, but also to arouse interest in other items in the collection.

Goal

The aim was to create awareness and enthusiasm for the Root brand through the targeted use of Hero products and then to extend this hype to the entire range.

Solution

Teaser phase

The focus was on building anticipation and curiosity for the upcoming "Puffer Jacket Drop" campaign.
Through the use of A/B testing, we identified the best performing products to be used as teasers.
These 'hero products' attracted attention and created initial interest in the upcoming collection.

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Drop phase

The momentum of the teaser phase was used in this crucial phase.
We used retargeting strategies to draw attention not only to the buffer jackets, but also to other items in the collection. The aim was to transfer the hype from the hero products to the entire range.

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Out Now Phase

After the successful launch of the Puffer jackets, we introduced the "Outnow" phase to maintain and build on the hype.
This is where the strategic use of carousel ads came into play, in which complete outfits were presented.
This helped to encourage customers to purchase not just individual items, but entire looks.
By showcasing entire outfits in the ads, we were able to emphasize product diversity and strengthen customer loyalty.

This three-phase strategy - teaser, drop and outnow - allowed us to effectively capitalize on the hype surrounding the Puffer jackets and draw customer focus to the wider range, resulting in increased demand and sales.
features: By using generative content, we were able to ensure that the advertising material was displayed optimally in all formats, maximizing the campaign's reach and effectiveness

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Results

The topper formers, especially the puffer jackets, sold out immediately. The hype generated was successfully transferred to the entire collection, which led to a significant increase in sales figures and brand awareness.

This campaign is an impressive example of how strategic marketing and the use of hero products can generate enormous hype and extend it to a wider range of products.