Strategic Program Director
Limited-Edition Merch Drops
Let me tell you
about this project
Challenge
818 Tequila, co-founded by Kendall Jenner, wanted to create a buzzworthy brand experience online and at Coachella, extending beyond their role as a tequila brand to embrace lifestyle branding. The goal was to design an immersive experience through exclusive online merch drops and an engaging pop-up store called the "818 Outpost" at the festival. The biggest challenges were:
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Creating an e-commerce store that was brand aligned and capable of staying secure while drops were not “live”, handle rushes of international shopping traffic.
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Blending limited-edition merch drops with immersive, on-the-ground experiences to create lasting brand engagement, drive sales, and expand audience reach.
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Creating a sense of urgency and exclusivity while leveraging social media and influencer marketing for maximum impact.
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Connect with festival-goers, influencers, and a fashion-conscious audience, primarily Millennials and Gen Z to encourage youthful appeal to the tequila brand as an extension to the Kardashian-Jenner empire.
Key Results
818 Tequila trending on socials with Coachella attendees sharing their experiences from the "818 Outpost"
Thousands signing up for alerts and interacting with 818 Tequila’s content on Instagram
Every limited-edition merch item sold out quickly, both online and at the pop-up store
Sustainable materials and practices enforced 818’s commitment to B-Corp status
Highlights
Seasonal Merch Drops
Announced to the loyal social media following with a count down to the release time.
Exclusivity is
Key for Kenny
Each product was meticulously designed and produced in modest quantities which sold out within hours.
Brand Collabs
Partnered with our supplier partners and collaborating with retail brands beloved by the 818 audience to create unique merch.
Coachella 818 Outpost
Unique product sold out at on-site event utilizing POS system integrated with the online store.
Pookie + Jett Approved Brand Experience
Pop-Up experiences at Coachella promoted the brand with merchandise targeted towards influencers, celebrity partners, and the general public.
Media Coverage
+ Earned Media
"818 Outpost" featured in major media outlets like Hypebeast, Vogue, and Billboard, contributing to increased exposure and earned media
Stylized Trend Setter
Online store site has been used as a styling example for web designers.
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Approach
Online Limited-Edition Merch Drops
We designed and produced festival-inspired, branded apparel and accessories, including custom 818-branded apparel, accessories, bags and drinkware. The merchandise was available in limited quantities during exclusive drops throughout the year.
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I designed and developed the e-commerce shop to host fast-paced, high-traffic merch drop experiences integrated with the inventory warehouse to ship all orders within 24 hours. Each drop was password protected until launch and monitored live to provide customer service world-wide.
To generate excitement and urgency, we coordinated pre-event social media campaigns, with sneak peeks of the collection and countdowns to each merch drop. Fans could sign up for first-access alerts, amplifying the exclusivity and demand for the items.
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"818 Outpost" Pop-Up Store at Coachella
The "818 Outpost" was strategically located within Coachella to attract a large audience. The agency provided staffing to guide festival-goers through the brand story, offer tequila samples, and showcase the exclusive merch available at the pop-up.
The pop-up featured a visually stunning design with a custom bar, live DJs, and Instagram-worthy installations that invited influencers and festival-goers to create and share content.
Exclusive merchandise was available only at the pop-up, with new items revealed at the festival, driving excitement and foot traffic. We emphasized the use of eco-friendly materials in the merchandise, aligning with 818 Tequila’s commitment to sustainability and appealing to environmentally conscious consumers.