Case 02 · Launch campaign · Mar - Apr 2024

Euros 2024: from spotted gap to sell-through in six weeks.

A limited-edition, illustration-led football drop for female fans, launched across organic social, email, creators and a physical pop-up, with every channel tracked back to sales.

Role: Founder · campaign lead
Timeline: Under six weeks
Channels: TikTok, Instagram, Klaviyo email, creators, Salad Days Market pop-up
Tools: Klaviyo, Shopify, GA4, creator discount codes

100+

Units on launch morning

37.8%

Of the week's revenue from one line

£6,672

Campaign revenue

239

Orders across the week

1,500+

New email subscribers

The Euros 2024 illustrated baby tee.

Context

Ahead of the 2024 Euros, I spotted a clear gap: very little stylish, flattering apparel for female football fans. Traditional merchandise felt boxy and impersonal, and there was no illustrated, design-led alternative worth wearing beyond match day.

Approach

01Designed a limited-edition illustrated baby tee collection for that audience on a short pre-tournament timeline.
02Built anticipation with pre-launch countdowns, waitlist sign-ups and behind-the-scenes design content on TikTok and Instagram.
03Ran Klaviyo email sequences to the waitlist and existing subscribers.
04Seeded product to aligned creators, including women's football fans and podcasters, each with their own discount code.
05Pitched Battersea Power Station's Salad Days Market using pre-order and page-view data, and launched early there as an exclusive.

Measurement

Waitlist sign-ups and pre-orders proved demand before stock was committed. Creator discount codes tied sales to individual creators rather than just reach, and Shopify reporting showed how the drop performed against the rest of that week's sales.

Results

100+ units sold on launch morning.
37.8% of that week's revenue came from the campaign line.
239 orders across the campaign week.
1,500+ new email subscribers added.

Chart of total sales across the Euros 2024 campaign week — Total sales across the campaign week.

Seeded creator wearing the Euros 2024 tee, photo one — Launch week content from seeded creators.

Seeded creator wearing the Euros 2024 tee, photo two — Launch week content from seeded creators.

When it nearly went wrong

Days before launch, the manufacturer sent the entire run to the wrong company. I already had a backup order in place, and stock arrived in time for launch day.

The follow-up: Women's Euros 2025

The following year I ran a campaign for the Women's Euros with a new design: researching and gifting tees to online personalities in women's football, sponsoring a small local women's team, and securing content that encouraged grassroots team sign-ups. When demand signals for a planned shoot came back low, I cancelled it two weeks out rather than spend ahead of demand.