Objective: In anticipation of the Invincible Season 3 premiere, to capture and monetize the growing audience of new and old-school fans by creating an exclusive, very-limited edition merch drop event featuring episode-specific apparel only available through the Skybound Store, Skybound’s Insiders loyalty program, and Skybound’s new InvincibleHQ website.

Solution: First, created an awareness campaign letting the audience know about the new InvincibleHQ site and teasing the new season. Also stressed the importance of “joining the GDA,” Skybound’s Insiders loyalty program, to receive SMS texts giving early access to the merch drops and episode sneak peeks. Next, brainstormed high-concept, elevated designs for episode-specific Season 3 shirts with ECOM, Merchandise, and Design teams, in addition to writing copy where needed on the designs. Created a campaign brief for the T-shirt designer and gave notes on design passes. Created a heavily brand-voiced campaign across email, social, and SMS (in the voice of Cecil Stedman, Global Director for the GDA in Invincible) informing the audience of how the merch drop would work (T-shirts drop the day after the episode premieres and are only available until the following Tuesday) and how to access the merch drop (emphasizing SMS sign-up for exclusive early access). Emails, SMS messages, and social posts would release starting the Friday after each episode premiere with reminder touchpoints on Saturday and last chance messaging the following Monday. Ideated and wrote all copy for the campaign (email, site, SMS, social media, T-shirt product names and descriptions).

Results: 16,000 Skybound Insiders sign-ups in 1 month (most sign-ups from any campaign in Skybound’s history), thousands of shirts sold over the course of Invincible Season 3 (more apparel sold in the campaign’s first week than the entirety of the previous year) with an overwhelmingly positive sentiment on the exclusive shirt designs and the campaign from fans. Week-to-week increase in shirts sold every week of the campaign.

18x increase in conversion rate season-over season
6x total sales
3x total items sold

36% increase in AoV
41% CTR for emails
33% CTR for SMS

Over $250K in additional drift-purchase revenue on top of the campaign apparel revenue (six-week campaign).

Art Design by Ryan Graber, Chelsea Roberts