Accelerating a Marketing Launch
During the pre–Black Friday period in October, Harper Wilde experienced the typical sales slowdown that happens when consumers hold their wallets in anticipation of deep discounts during the sale period. In response, I partnered with Merchandising and Marketing to rapidly concept, design, and launch a limited-edition color in our best-selling styles, Bliss Triangle Bralette, Bliss Highwaist Underwear, and Bliss Thong, ahead of their previously scheduled launch date.
Thanks to early delivery of final imagery — enabled by a newly optimized retouching workflow — I was able to execute an expedited marketing campaign and pull the launch forward by two weeks. From concept to launch, the entire campaign came together in just ten days, resulting in an immediate and meaningful sales lift.
Organization: Harper Wilde
Role: Associate Director of Design
Challenge
During the typical seasonal sales dip ahead of Black Friday, we saw an opportunity to quickly generate demand by launching a new color of our best selling styles ASAP.
The primary constraints were time and team bandwidth. There were no additional budget or production limitations — only the need to launch as quickly as possible to capitalize on product availability and engage with customers ahead of the holiday period.
Strategic Opportunity
The Merchandising and Marketing teams aligned on launching a limited-edition color ahead of its scheduled release date as a low-lift, high-impact lever to pull. The chosen color, Cherry, was a bold, seasonal shade of red designed to stand apart from Harper Wilde’s core palette of neutrals, and our hypothesis was that it would catch the eye of potential customers and bring them on to site.
Crucially, we already had strong photography and video assets from the photoshoot back from our retouchers. Because of the improved post-production workflow I had recently implemented, final retouched imagery had been delivered ahead of schedule — creating the opportunity to accelerate the launch timeline rather than wait for the originally planned release date.
Recognizing the moment, we pulled the launch date forward by two weeks and I proposed and executed on a tightly focused, high-impact campaign across key customer touchpoints.
Creative Direction
To meet the aggressive timeline and eliminate unnecessary review cycles, I chose to design all campaign assets myself for this launch. Typically for a campaign, I would art direct and delegate execution amongst my team, but this was a case where time was of the essence, and rolling up my sleeves allowed us to move faster without sacrificing quality.
I led creative direction and execution, ensuring the campaign felt cohesive, elevated, and able to break through a noisy marketing landscape. My approach emphasized:
Bold, color-forward storytelling centered on Cherry as the hero moment.
Clean, confident layouts that let the product and color shine
Engaging copy focused on newness, seasonality, and fun Cherry theme
Consistency across channels while tailoring designs to each platform
Campaign Creative
Website
Homepage takeover
New Colors and New Products collection page headers
E-commerce image carousels for each product
Launch email introducing Cherry, focused on newness and product features.
Re-engagement email with a holiday-focused message
Paid Media
A suite of ads including 7 static variations and 1 video variation
Impact
The campaign delivered immediate, standout results.
The Bliss Triangle Bralette in Cherry became the top-selling SKU across the entire company during its first full week on sale, outperforming Harper Wilde’s traditionally best-selling core styles and colors.
In addition to a strong first week, the marketing was so effective that the bralette sold out completely within a month of sale.
Along with Bliss Cherry sales, we saw an overall lift across other styles and colors after this launch.
The accelerated launch successfully built momentum and buzz heading into the Black Friday promotional period.
This campaign showed what’s possible when preparation meets the moment.
Because we had assets and templates at the ready, and all departments fully aligned on a strategy, we were able to move quickly and confidently — and the results followed.
