Atelier Nine · Fashion · 6 months
Pre-launch demand generation for an independent label, built entirely on organic short-form and creator seeding.
An independent label with a finished first collection, no customers, no list and no budget for paid acquisition. The founders had six months before the collection had to sell through, and a genuine point of view that nobody had heard yet.
We treated the six months before launch as the campaign rather than the run-up to it. The founders documented the making of the collection in short-form from the first fabric sourcing onward, which gave us a story with a natural ending instead of a product with no context. Fifty creators were seeded with early pieces on the condition of honest reactions. A waiting list was the only call to action for five of the six months.
The label launched to a waiting list of 41,200 people at an effective cost per sign-up of 40p, entirely organic. The first drop sold through 94% on launch day, and the second collection was funded from revenue rather than borrowing.
“We launched to a waiting list of forty thousand people who already knew the brand. That was not luck, it was six months of very deliberate work.”
Lumen Studios
A boutique fitness studio group that had the community but none of the reach. We rebuilt the content engine around member stories.
1,483%Follower growth— from 12,000 to 190,000 across Instagram and TikTok in 9 months
Tell us what you are trying to move and we will tell you honestly whether we are the right studio for it.
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