Case Study · Campaign · Mar–Apr 2024
Stella's Studios
The Euros
Campaign.
A limited-edition, illustration-led football drop timed to a cultural moment. Designed, launched, marketed and sold in under six weeks.
100+
Units sold on launch morning
£6,672
Gross sales in campaign week
239
Orders across the week
1,500+
New email subscribers
01 · The brief
Capitalise on a cultural moment.
Ahead of the 2024 Euros, I spotted a clear gap: a lack of stylish, flattering apparel for female football fans. Traditional merchandise felt boxy and impersonal - there was no illustrated, design-led alternative worth wearing beyond match day.
I designed and launched a limited-edition collection of illustration-led baby tees tailored to that audience, developed and executed inside a short pre-tournament window - fast decisions across design, production, content and channel launch.
02 · Approach
Multi-channel runway.
- 01Spotted a gap: creative, flattering apparel for female football fans - under-served by traditional merch.
- 02Designed a limited-edition illustrated baby tee collection on a short pre-tournament timeline.
- 03Built a multi-channel launch runway: organic TikTok + Instagram content, Klaviyo email sequences, and creator gifting.
- 04Used pre-launch countdowns, waitlist sign-ups and behind-the-scenes design content to build anticipation.
- 05Seeded product to aligned creators (women's football fans, podcasters, etc.) for launch-week UGC and reach.
03 · Results
The numbers.
- ●100+ units sold on the launch morning alone.
- ●£6,672 gross sales over the 7-day campaign window (£7,257 total sales inc. shipping).
- ●37.8% of that week's revenue came from the campaign line.
- ●1,500+ new email subscribers added to the CRM base.
- ●Post-campaign retention: repeat customer rate lifted through the summer.
04 · Creator gifting
Launch amplified by aligned creators.
Gifting brought Stella's Studios into feeds it wouldn't have reached organically - with discount codes attached so I could measure conversion, not just reach.
