WORK Case Study
An explosive launch for a luxury sneaker brand.
MoM Revenue Growth
Day to a 6-Figure Run Rate
NERA is a luxury global brand producing premium, technical, and ultra-luxe footwear inspired by retro Italian racing culture. About 3 years prior to launch, NERA went on an exhaustive search for a full-service creative partner that could assist in bringing the brand to market. NERA engaged Darkroom as the full-service marketing partner for the brand: our services included brand and identity, customer experience design, packaging, digital product design, creative asset production, and all ongoing growth initiatives. We assisted in the product development process, with many trips to Abruzzo, Italy during the production process.
Building the voice and identity of a digitally native luxury brand.
Our process started with brand building. We developed a high-fashion visual identity that has evolved since our first renditions. The identity included packaging design for first and future releases, a brand voice that has permeated all consumer-facing touchpoints of the brand, and product design as well.
An ultra-fast e-commerce experience.
Designing the NERA digital experience, we emphasized content and focused on ease of experience. The site is remarkably fast, with a size finder that takes the guesswork out of traditional European shoe sizing.
Full-funnel content production.
Our production work for NERA spanned three time zones, multiple on-location shoots, and consisted of collaborations with some of the best up-and-coming photographers in fashion. Through a mix of e-commerce and editorial shoots, we captured the essence of the brand and quality of the sneaker.
Launch & Growth
Our pre-launch strategy surrounded two main objectives: raising brand awareness and generating tens of thousands in sales in month one. Both of which necessitated a sophisticated referral campaign and PR engagement, which we activated two weeks before our launch.
Our release was featured in major luxury fashion publications, with multiple features in Forbes, Footwear News, and Urban Daddy.
Our growth strategy for NERA’s launch was rooted in two verticals – paid acquisition and the previously mentioned referral-based campaign. Influencer engagements and paid ads across Facebook, Snapchat, and Google, were paired with our custom-built referral site to increase brand awareness and generate significant sales during NERA’s first month in business.
Our custom referral campaign was built with the goal of generating excitement about NERA’s launch and gathering customer information. In order to incentivize spreading the word, we provided users with rewards for sharing NERA with their network, ranging from $50 off to a one-off, never-to-be-released NERA prototype sneaker.
What we did
Brand & Identity
- Visual Identity Design
- Brand Voice
- Creative Direction
- Product Design
- UI / UX Design
- Shopify Development
- Editorial Content
- E-Commerce Production
- Social Ads Creation
- Facebook and Instagram Ads
- Google Ads
- Retention Marketing
- Influencer Marketing
- Social Media Management