Accelerating a Marketing Launch
During the pre–Black Friday period in October, Harper Wilde experienced a sharper-than-anticipated sales slowdown. 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
While a seasonal sales dip ahead of Black Friday was expected, performance was trending below forecasts. With inventory already received at our distribution warehouse, we saw an opportunity to quickly generate demand and avoid missing our revenue goals.
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 as a low-lift, high-impact lever to pull. The chosen color, Cherry, was a bold, eye-catching, and seasonal shade of red designed to stand apart from Harper Wilde’s typically neutral core palette.
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 was 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 end-to-end, ensuring the campaign felt cohesive, elevated, and able to break through a noisy marketing landscape. Our approach emphasized:
Bold, color-forward storytelling centered on Cherry
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
Designing all assets directly allowed us to move from concept to launch in just ten days — a timeline that would not have as feasible with our typical workflow.
Website
Homepage
Desktop
Mobile
New Colors Collection Page
Desktop
Mobile
Launch Email
Re-engagement Email
Paid Media
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.
It outperformed Harper Wilde’s traditionally best-selling Beige and Black colorways in core styles.
In addition to a strong first week, the marketing was so effective that the bralette sold out completely within a month of sale as opposed to our previously forecasted 2-3 months.
Along with Bliss Cherry sales, we saw an overall lift across other styles and colors after this launch.
The accelerated launch successfully alleviated the pre-holiday sales slump, and 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.