Clothing Drop Lead Up: A template from Jaslar Pearl

The brand Jaslar Pearl created a short film for a clothing campaign called, "It Pays to Look Both Ways". Here's how they broke up the short film to maximise its potential as a superfan generation tool leading up to the clothing drop:

16-10 weeks from drop: Behind the scenes stories from the short film shoot from both the brand and film director.

8 days from drop: Teaser reel 1 posted to announce the title of the film with the caption "see you next week" to begin building hype for the clothing drop. The director of the short film was made post collaborator.

7 days from drop: Short-film teaser 2 is released. We find it's a 3 part short film. The caption includes the specific date and time of the clothing release.

2 days from drop: Part 1 of the short film is posted. We are introduced to a character. We don't know exactly who he is nor where he's going, but interest is created! The post is extremely shareable, bringing more eyes to the clothing drop, and intrigued viewers are encouraged to comment (and so they did)

The day before: Part 2 of the short film is posted. It is shared all over instagram and comments like "world ain't ready for this" and "this goes crazy. Creativity be over the roof" are common (actual comments).

Drop day: Part 3 of 3 of the short-film is posted and everyone is ready to buy the clothing. The clothing also releases at the same time. Hype has been built over the last 16 weeks.

After clothing drop: Jaslar Pearl posted 9 more times using images and clips from the short film.

My key takeaway:

Jaslar Pearl created a good garment. The quality is high. The design is objectively aesthetically pleasing to somebody, even if that somebody isn't you.

But when it came to marketing, Jaslar Pearl was focused on story.

And what kind of story?

A story that would be interesting the superfans of Jaslar Pearl.

Here's the thing:

Not everyone's going to see the short film.

Many won't even care.

In fact, some will jump straight to the store page to buy what they came for .

But if it wasn't for the short film and Jaslar Pearl's clever marketing strategy, there would be some who wouldn't have even seen the release at all!

And others who consider themselves loyal customers of jaslar pearl simply because they create value for a key customer first.

At best, we've learnt from Jaslar Pearl the value of selling an idea through stories in every output, whether it be general posts or marketing the next clothing drop.

And at worst, Jaslar Pearl has provided us an example for how to release clothing well.

Truly,

Elijah