A brand launch case study
Hey Sis
A brand voice and social launch for Twin Posh, a twin-sister fashion boutique built on bold, going-out-ready style at a price every sis can afford.
A brand voice and social launch for Twin Posh, a twin-sister fashion boutique built on bold, going-out-ready style at a price every sis can afford.
"Hey Sis" makes the whole feed read like a text from your best friend. The same warm greeting opens every post, caption, and story. It makes the brand instantly recognizable and turns casual scrollers into a community that shops.
A repeating "Hey Sis" greeting that ties every post together.
One limited drop each week, only limited amounts and sizes, with anticipation built through teasers before every launch.
Make every post feel personal instead of salesy, so followers turn into shoppers who show up the second a drop goes live.
The goals the plan was built to hit, and how each one would be measured.
Steady, tagged posts that send followers straight to shop. Measured by visits coming from social.
Every drop and restock paired with an easy call to action and shoppable tags. Measured by sales that come from social.
Reels and TikTok bringing new fans into the community, aiming for 15% follower growth and triple the engagement.
Engagement grew 5% during anticipated weekly launch drops, driven by Reels, micro-influencer collabs, and Stories built around polls that pulled fans into the conversation.
Every drop was limited on purpose, only limited amounts and sizes, so the community would show up the moment it went live. These are the numbers that told us if the anticipation was working.
The percentage of stock sold compared to the total inventory provided for that specific weekly drop.
The exact hours, minutes, or seconds it takes for the dropped inventory to completely run out.
The percentage change in sales or engagement comparing one week's drop to the previous week's drop.
Photography rule: natural light, real bodies of every size, and one bold outfit color per shot. Let the fit be the star.
Affirming, confidence-first messaging around new arrivals and self-treat moments.
Insider-tip framing for styling advice, restocks, and early access.
Community-first reposts, reviews, and shoutouts that celebrate real customers.
The same core message flows into the format each channel does best, on a steady schedule. Here's a sample week.
| Day | Channel | Content | Pillar |
|---|---|---|---|
| Mon | IG Reel | "Hey Sis, new drop just landed" reveal | New Drop |
| Tue | TikTok | Trend-audio outfit transition | New Drop |
| Wed | IG Feed | Styled carousel, shoppable tags | Style It |
| Thu | Customer review repost | Sis Says | |
| Fri | Reels + TikTok | "Style it 3 ways" mini-series | Style It |
| Sat | IG Stories | Weekend GRWM + shop link | Deal Alert |
| Sun | TikTok | Packing-orders BTS | Behind the Rack |
Brand voice system setting the tone, sample captions, and clear say-this / not-this rules.
Full brand kit covering logo use, a six-color palette, and direction for fonts and photos.
Audience and persona work mapping three customer types to the channels and reasons they buy.
Channel strategy across Instagram, TikTok, Reels, and Facebook, each with its own job and goals.
A launch content calendar with daily posts organized by content pillar.
A measurement framework tying every goal to a starting point, a target, and a way to track it.