Building hype with hero products and expanding it to the product range.
The Mandate
Root Atelier is a premium streetwear brand distinguished by exceptional design and attention to detail. The brand combines stylish fashion with unique details, placing great emphasis on precise craftsmanship and distinctive designs.
Root Atelier wanted to generate hype around their new puffer jackets with the "Puffer Jacket Drop" campaign in November 2023 and extend that hype across the entire product range. The challenge was to use targeted deployment of hero products not only to increase attention and enthusiasm for the puffer jackets, but also to spark interest in further items in the collection.
The goal was to use the targeted deployment of hero products to create attention and enthusiasm for the Root brand, and then extend that hype to the entire product range.
The Play
Teaser Phase: The focus was on building anticipation and curiosity for the upcoming "Puffer Jacket Drop" campaign. Using A/B tests, we identified the best-performing products to use as teasers. These 'hero products' attracted attention and created initial interest in the upcoming collection.
Drop Phase: In this critical phase, the momentum from the teaser phase was leveraged. We deployed retargeting strategies to direct attention not only to the puffer jackets but also to other items in the collection. The goal was to transfer the hype from the hero products to the entire range.
Out Now Phase: After the successful launch of the puffer jackets, we introduced the "Out Now" phase to maintain and build on the hype. This involved the strategic use of carousel ads showcasing complete outfits. This encouraged customers to purchase not just individual items but entire looks. By showcasing full outfits in the ads, we highlighted the product variety and strengthened customer loyalty.
This three-phase strategy — Teaser, Drop and Out Now — allowed us to effectively leverage the hype around the puffer jackets and shift customer focus to the broader range, resulting in increased demand and higher sales figures. Notable: with the use of generative content, we ensured that ad creatives were optimally displayed in all formats, giving the campaign maximum reach and effectiveness.
The Return
The top performers, particularly the puffer jackets, sold out immediately. The generated hype successfully transferred to the entire collection, leading to a significant increase in sales figures and brand awareness. This campaign impressively demonstrates how strategic marketing and the use of hero products can generate enormous hype and extend it to a broader product range.