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Founded in 2013, The Souled Store (TSS) is a go-to destination for quirky, expressive merchandise that lets people showcase their unique style. Known for curating and creating cool designs, TSS offers an array of products—from t-shirts and phone cases to backpacks, notebooks, and boxers.
Our strategy was to generate organic excitement around TSS by focusing on the products rather than explicitly mentioning the brand. We featured influencers and celebrities casually wearing TSS, sparking genuine curiosity and FOMO. This approach inspired audiences to visit the website and make TSS clothing a staple in their wardrobes.
Our main objective was to make TSS a wardrobe essential, seamlessly integrating its apparel into the lifestyle of young, trend-conscious individuals.
Our approach was deliberately subtle and organic, showcasing the clothing without overtly promoting the brand name. By simply having influencers and celebrities wear TSS, we attracted an authentic following to the website, driving sales and amplifying brand presence.
The campaign was operationally intensive, requiring meticulous coordination to meet brand expectations and ensure flawless execution. Managing logistics and aligning every detail with TSS guidelines was essential to achieving the campaign’s ambitious objectives.
