Root Atelier is a high-quality streetwear brand that stands out for its exceptional design and attention to detail. The brand combines stylish fashion with unique details and focuses on precise workmanship and unusual designs.
With the “Puffer Jacket Drop” campaign in November 2023, Root Atelier wanted to create hype about 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 targeted use of Hero products, but also to arouse interest in other items in the collection.
The aim was to create awareness and enthusiasm for the Root brand through the targeted use of Hero products and then extend this hype to the entire range of products.
Teaser phase
The focus was on building up anticipation and curiosity for the upcoming “Puffer Jacket Drop” campaign. By using A/B testing, we identified the most powerful products that were used as teasers. These 'Hero products' attracted attention and created an initial interest in the upcoming collection.
Drop phase
In this decisive phase, the momentum of the teaser phase was used.
We used retargeting strategies to draw attention not only to the puffer jackets, but also to other items in the collection. The aim was to transfer the hype from Hero products to the entire range.
Out Now Phase
After the successful launch of the Puffer Jackets, we introduced the “Outnow” phase to maintain and further expand the hype.
This was where the strategic use of carousel ads came into play, in which complete outfits were presented. This helped to encourage customers to buy not just individual items, but entire looks.
By showcasing entire outfits in the ads, we were able to highlight the variety of products and strengthen customer loyalty. This three-phase strategy — Teaser, Drop and Outnow — enabled us to effectively use the hype surrounding the puffer jackets and focus customer attention on the wider range, which led to increased demand and increased sales figures.
Special features: With the use of generative content, we were able to ensure that the advertising material was presented optimally in all formats and that the campaign thus achieved maximum reach and effectiveness
The top performers, particularly the puffer jackets, sold out immediately. The generated hype was successfully transferred to the entire collection, which led to a significant increase in sales figures and brand awareness. This campaign impressively shows how enormous hype can be generated through strategic marketing and the use of Hero products and extended to a wider range of products.
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