AllModern Finnian Collection Launch
Project Info
- Created By Emma Gresh
- Client AllModern
- Date 5/1/2024
- Category Content
Project Description
Took a hands-on, integrated approach to ensure the launch of our highest priority collection of 2024 hit every key customer touchpoint with impact, and the results spoke for themselves.
From the outset, I strategically positioned the collection within seasonal trend narratives and incorporated it into key merchandising moments. I captureed content around specific value props - ensuring we gathered assets that would resonate on social and paid platforms.
To maximize reach and engagement, I seeded product with influencers, securing authentic UGC; included Finnian in paid hero campaigns for broader exposure; coordinated in-store retail placements to enhance the omnichannel experience; and pitched to PR publications, securing additional buzz and earned media.
When the time came to launch the collection, I owned everything from briefing in creative, coordinating a timely launch with channel teams, and reviewing every single asset to ensure the product truly shined in imagery, video and copy - and led with channel best practices to ensure we would garner strong performance. Channels like email and social would soon know the bed, which contained built-in nightstands, as “your nightly water’s new best friend.”
The results spoke for themselves: the Finnian site feature became our top-performing collection spotlight feature of the year, the social-first reel outperformed all other seasonal content, and the collection completely sold out within one month. It was a powerful reminder that when positioning, content, and channel strategy align, magic can happen.
