Case Study: TACKMA x OATW – Strategic Co-Creative Direction & Brand Collaboration
Client Collaboration: TACKMA x OATW
Services Provided: Co-creative direction, go-to-market strategy, e-commerce consulting, digital marketing, influencer outreach
Platforms Utilized: Shopify, Mailchimp, Instagram, branded email marketing
Introduction: The Vision Behind the Collaboration
In the fast-moving world of fashion and lifestyle branding, TACKMA and OATW united to launch a limited-edition capsule that reflected the ethos of both brands. As co-creatives leading the initiative, our challenge was to create a campaign that did more than sell a product—it needed to create culture, tell a story, and drive measurable results in a highly competitive online market.
This case study highlights how strategic creative direction, paired with a high-impact digital rollout, led to a 90% sell-through in under 24 hours, redefining success for both emerging and established fashion labels.
The Challenge: Market Penetration Through Brand Synergy
The primary challenge was to merge the distinct aesthetics and values of two unique brands into one cohesive campaign. TACKMA’s established streetwear identity and OATW’s emerging voice had to be balanced to resonate with their shared—but distinct—audiences.
Our objectives were to:
Align visual and verbal messaging across both brands
Build hype and deliver digital momentum before launch
Ensure a sell-through target via e-commerce channels and social
Strategy: Creative Alignment Meets Data-Driven Execution
We built a comprehensive go-to-market strategy that included:
1. Co-Creative Direction
Led art direction, visual storytelling, and brand identity alignment—ensuring every touchpoint (social media, lookbook, product design, messaging) delivered a unified narrative.
2. E-commerce Optimization
Utilized Shopify for product release, integrating countdown timers, tiered pricing, and early access sign-ups. Leveraged Mailchimp for targeted email campaigns with a 41% open rate and 11% CTR.
3. Influencer & Community Outreach
Identified and activated a curated list of influencers and brand advocates to generate pre-launch buzz and amplify conversion through authentic storytelling.
4. Cross-Brand Integration
Managed contract negotiations and strategic brand alignment to ensure clarity in ownership, vision, and deliverables—setting a strong foundation for creative collaboration.
Results: A 24-Hour Sell-Through Success
90% of inventory sold out within the first 24 hours of launch
521% increase in online sales compared to prior monthly average
Over 15% of total sales attributed to Instagram-driven traffic
Influencer campaigns generated a 3x increase in engagement over brand baselines
Executed a brand collaboration strategy that is now being used as a model for future cross-brand product drops
Insights: What Made It Work
Unified Brand Storytelling: Clear, consistent messaging allowed both brands to maintain their identity while forming a compelling shared narrative.
Strategic Scarcity + Hype Building: Countdown timers, VIP access emails, and exclusive pre-launch content drove urgency and demand.
Influencer Authenticity Over Volume: Micro-influencers with high trust generated better conversion than large sponsored placements.
Tactical Use of E-commerce Tools: Shopify’s backend customization and Mailchimp’s segmentation tools directly supported engagement and conversions.
Conclusion: Strategic Creativity That Sells
The TACKMA x OATW collaboration is a powerful example of what happens when creative synergy meets strategic execution. Through a meticulous approach to brand alignment, campaign rollout, and digital optimization, this project outperformed expectations and set a new benchmark for branded capsule drops.
This case study proves that when fashion collaborations are backed by a solid go-to-market strategy, storytelling, and digital performance tools, results are not just possible—they're inevitable.