Luxury Sneaker Launch & driving low CAC
Launching a Luxury Sneaker Brand in an International Market
Challenge
To launch a new luxury trainer brand and drive customer growth we had to convince monied sneakerheads and fashionistas that Born Outside Italy’s shoes are worth spending £300+ on, a price at which any brand could be on their shopping list.
Insight
A luxury trainer purchase is not rationale – they’re still leather and rubber soles - to succeed we needed to foster desire and urgency among consumers – a sense that these were shoes born of rare craft and sneaker-savvy.
We needed to seed a story for sneakerheads to parrot – not peddle a rational argument about comfort or materials.
Solution
Brand Performance Marketing: built a funnel in Instagram that sequentially distributed videos to tell a story about the origins of the brand, the shoe designer, to show influencer looks.
The approach gathered 1st Party data around shoe drops that in turn enabled better and better targeting and improved sales performance.