THE SOLD-OUT LAUNCH THAT STARTED A MONTHS-LONG WAITLIST, 2014:
RE/DONE’S Brand Launch
SUMMARY
Denim brand RE/DONE had a single, simple product: reworked vintage jeans. Its launch strategy was built on individualism, and brought to life via it-girl influencers and a focus on the one-of-a-kind nature of its jeans.
Organic Social
Photo & Video Shoot Production
Project Management
Launch Strategy
Brand Voice
Campaign Ideation
Influencer Strategy
Media Strategy
KEY RESULTS
Organic Instagram mentions from the teaser campaign drove 5,000 followers and 1,500 email subscribers in a single week.
The launch collection sold out in three hours and established a 300+ name waitlist on launch day.
This waitlist went on to drive future sales, selling out Re/Done’s second and third restocks and creating a fan fervor.
We cast Bella Hadid as one of the faces of the launch before she was a household name. The campaign shoot was one month before she signed with IMG Models.
Meticulously written individual product descriptions unique to each pair further communicated scarcity.
“If you want a pair of RE/DUN jeans, good luck. At this point, YOU HAVE A BETTER CHANCE OF SCORING THE NEW YEEZY BOOSTS from Adidas. THE WAITING LIST for the CULT DENIM BRAND’s most coveted styles IS OVER 2,000 PEOPLE LONG and HAS BEEN SINCE THE LABEL’S INCEPTION in late 2014.”
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