To drive home the rarity of our sale, we needed a high-impact campaign that would drive tons of traffic.
I worked closely with design on this concept. Our data showed that customers responded to brand content featuring happy and confident kids wearing Rockets (not flat lay or typography-only). We couldn’t use current-season imagery, since none of it would be on sale. We resolved this issue with close-ups of models’ faces accompanied by a pithy, Instagrammy line of copy.
For the social campaign, we focused on the same kiddo close-ups, with copy that cheekily nodded to the different stages of grief (aka how we imagined it would feel to miss out on Rockets’ only sale of the year).
