Brief:

Get conscious consumers and fashion enthusiasts
Who value both style and social impact
To buy You Matter's Satin Collection
By leveraging Black History Month to educate and offer exclusive, limited-time designs

The Idea:
We created a multi-phase launch strategy: Starting with educational teasers that highlighted the significance of Black History Month, we built anticipation and awareness simultaneously. We then heightened anticipation by locking down the You Matter site, making SMS sign-up the key to early access. This move created a tiered launch, rewarding engaged customers while building buzz. Throughout the campaign, we maintained a balance of educational content and product promotion, keeping the conversation meaningful beyond just sales.

Results. The strategy proved effective, generating over $150,000 in revenue. By combining education, exclusivity, and targeted communication, we turned a product launch into a broader conversation about history and representation in fashion.