THE CASHMERE SALE
Pop up, sell, hibernate, repeat
The Cashmere Sale is a seasonal women's fashion pop-up offering high-quality cashmere products. Each fall, stores pop up in affluent markets nationwide, sell for a matter of weeks, then hibernate until the next season. Ruckus was engaged to support the retailer with yearly digital marketing campaigns and compelling digital creative.
One season's assignment became a partnership of nearly a decade, with Ruckus planning, managing, and executing the research, identity, and campaigns behind every seasonal sale, market after market, pop-up after pop-up, year after year without missing a single season along the way.
Finding her in every market
Before the creative came the customer. Ruckus built real audience personas, from a lifestyle blogger in Santa Barbara to a financial analyst in Greenwich, and mapped them against the brand's nationwide pop-up footprint so every campaign spoke to the right woman in the right city.
A campaign for every season
Each year, Ruckus reintroduces the sale with a fresh wave of email and social creative, We're Back, Sweater Weather, The Holiday Hot List, that announces the pop-ups, rides the season, and drives gifting through the holidays. Paid social speaks to each market by name and weather, localizing the sale city by city to drive sign-ups and store visits.
The most successful season in the company's history
In a single season of Ruckus-run digital, the brand reached 750,000 consumers over just 10 days of campaign activity, drove a 79% increase in Facebook impressions, and grew Instagram followers 41%. Total e-commerce sales hit $2.5 million, with a 34% increase in Shopify orders and a 30% increase in returning customers.
The record season marked the most successful sale in the company's history and paved the way for its first-ever Spring offering. In the most recent season, Ruckus-run email alone drove $465,000 in attributed revenue, 42% of the brand's total online sales.
