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 SMS sign-ups (most sign-ups from any campaign in Skybound’s history), 33% conversion rate across email, social, and SMS, over $400K in merch drop T-shirt revenue alone, over $250K in additional drift-purchase revenue (six-week campaign), 1,219% increase over the same time the previous year, thousands of shirts sold over the course of Invincible Season 3 (more shirts sold in the 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.

Creative Briefs: Invincible Season 3 Merch Drop T-Shirt Ideas, InvincibleHQ Site Launch Teaser, Invincible Season 3 Merch Drop Campaign
Social and SMS
Site Copy and Product Descriptions
Emails

Art Design by Ryan Graber, Chelsea Roberts