Product Launch - ACME Crate

Acme Crate was a line of high-end men's gift boxes that ACME Prototype launched in 2012. As the Director of Marketing for the small start-up, I produced all the media for the 4 SKUs, including studio shots and lifestyle flats, that we used across our verticals.

To get the word out, I designed a campaign that focused on blogs and micro-influencers that I had established relationships with from the company's other brands. Soon after launching, traffic started to drip in from cross-posts on the main brand's social channels.

But the surge started with a post on the GQ website. After that, we started to get featured on every major "gear roundup" site. Using my photos and copy, these sites increased our unique traffic by 2,000%. And within a few weeks we had completely sold out of every SKU. Our experiment in a new product field turned out to be a huge success. The campaign was such a surprising success, the Product dept. ran into problems sourcing product.