Creative Direction

Playing off the cheekiness of the product name, I wanted the campaign creative to embody a highly stylized playfulness that would stand out within a social feed. I worked with our in-house photographer to remotely produce a photoshoot for the Butter campaign resulting in social, web and email assets.

Launch Strategy

The launch of Butter consisted of three phases: teaser, launch and waitlist.

Teaser
Three weeks prior to launch, we began to tease the upcoming arrival of a Walk Kit color across social and email. One week out, we increased the promotion cadence, published imagery of the new products a announced the launch date. To test the sell-through power of our social following, the night before launch, we informed our Instagram followers on how to get an exclusive free gift-with-purchase.

Launch
Within 6 hours of launch, we sold out of Walk Kits, leaving only select sizes of Walk products available for purchase. The week of launch, we partnered with tastemakers across the culinary space for dedicated content, giveaways and takeovers across social.

Waitlist
Once we sold through select SKUs, we activated waitlist pages until additional inventory was available.

Partnerships

An intimate group of brand and influencer partners was used to increase our reach for the launch of Butter.

Brand
We partnered with cookware brand Great Jones and chef Raíza Costa to develop a recipe and custom content and host a giveaway to celebrate the launch.

Influencer
We gifted influencers across the culinary, lifestyle and fashion communities product ahead of launch to create UGC and share teasers with their followings. The cohort included Boobie Billie, Sara Tane and others.