Case study · Atlas Gear
A launch that sold out in nine days
An integrated launch across social, search and email that sold Atlas Gear’s first production run before the second was ordered.
- Client
- Atlas Gear
- Year
- 2024
- Category
- Marketing
- Industry
- Outdoor
01 The results
- To sell out
- 9 days
- Return on ad spend
- 6.4×
02 The story
Atlas Gear had spent two years designing a lightweight tent and had one shot at launching it. The budget was modest, and the category is full of brands that have been around for decades.
Instead of polished studio shots, we sent the tent up a mountain with three trail runners and a film-maker for a week. The footage – wind, rain, cold coffee and a tent that didn’t budge – became the whole campaign.
Short edits ran on Instagram and YouTube to people who follow hiking and trail-running creators. Search ads picked up everyone who went looking afterwards, and a waiting list turned that interest into an email audience before the shop even opened. On launch morning, the list got a 24-hour head start.
The first run sold out in nine days. The second sold out on pre-order.
What we did
Planning something like this?
