THE NEW CATEGORY THAT LAUNCHED A WAITLIST, 2022:

JANESSA LEONE’S Vacances

SUMMARY

Known for packable hats, Janessa Leoné was looking to expand into new categories. The brand designed three limited-edition straw handbags, crocheted from the same sustainable raffia as their bestselling hat style.

Website UX

Direct Mail

Email

SMS

Influencer Gifting

Brand Initiatives

Go-to-Market Strategy

Communication Strategy

Copywriting

Content Strategy

KEY RESULTS

  • Strategic leak of gifted influencer content led to early customer outreach to customer service.

  • The brand printed and sent direct mail mini-magazines to VIP customers.

  • This teaser strategy doubled Janessa Leoné’s Early Access SMS subscriber list.

  • The capsule sold out in 48h and launched waitlists for all styles. The Early Access launch 3x average SMS sales.

  • Launch day saw 2x average site traffic and an 85% increase in daily sales.

  • The frenzy over these it-bags kicked off a fruitful summer of relationship-driven press and influencer features which increased referral revenue by 15% in 2022.

 

↑ Campaign Video

“Janessa Leone’s take on the tote is tailor-made for minimalists.”
— Harper's Bazaar
 

Campaign EMAILS

Teaser:

Launch:

Sell-Out:

 
 

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