We built up hype with warm and existing customers through CRM, paid ads and social channels the week before with the goal of getting many eyeballs on this upcoming collection as possible. And of course, early access for existing customers.

By utilising Meta we were able to whitelist the ads with McDonald's to provide social proof and essentially prove that this is an officially licensed collection to eliminate any potential friction.

We set the ads live under a consolidated ad-set at high budgets on launch. We had 10+ ads in  for collection. The goal was to find the key pieces of creative ASAP to promote into to ASC and scale with. We were able to generate learnings quickly here due to our consolidated approach allowing us to exit learning the learning phase 48 hours.

We scaled post-IDs with 0 exclusions. This helped us stack engagement (some of which came through from existing customers - a huge win) - after a week these ads were full of positive social proof.

We expanded out into a new region that we knew would perform based on historical CVR by location data - opening up a new door for acquisition.

This beat the same collection drop last year by 70% YoY and helped double growth MoM.