Halden OutdoorOutdoor apparel
Launching a technical outerwear line to a brand-new audience
Planned and ran an integrated launch that sold through the first production run in six weeks.
- Revenue in the first six weeks
- $1.8M
- Customers new to the brand
- 47%
- Return on ad spend at launch
- 6.2x
The challenge
Halden's loyal customers were seasoned hikers in their fifties. Its new technical line was built for younger trail runners and climbers who had never heard of the brand, inventory was tight, and the launch window was just ten weeks away.
The approach
We treated the launch as a story in three acts: build curiosity, make launch day an event, then turn early buyers into proof for everyone else.
- Audience research. Mapped where trail runners and climbers discover gear, from route forums to creator channels.
- Creator seeding. Put the line in the hands of thirty athletes and creators two months before launch, with no scripts attached.
- A waitlist with momentum. A teaser campaign gathered 14,000 signups, and early-access perks rewarded the first buyers.
- Launch week media. Google Shopping and Performance Max captured search demand while retargeting reused the best creator footage.
The outcome
The first production run sold out in six weeks, nearly half of buyers were new to Halden, and the waitlist became the brand's highest-converting email segment.
Our launch window was ten weeks and Maren had the plan ready in two. The waitlist alone paid for the entire engagement.
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