adojo GmbH

Description

For morii. essentials, the launch of the Alpaca Light line was planned and carried out through the brand’s social media channels. morii. essentials stands for reduced, long-lasting clothing made in Germany and sold via pre-order to avoid overproduction. The goal was a launch that made this approach visible, generated enough pre-orders for production, and built a community ready to buy. We supported the campaign from concept and content through to paid promotion.

Solution

The approach was broken down into three phases. Before launch, the brand’s position was brought to the forefront. Through content about the materials, production process, and manufacturing in Germany, we explained why an Essential is meant to last intentionally long. At the same time, we built a waitlist via newsletters and profiles, so that at launch we already had a warmed-up audience ready. For the launch itself, we actively explained the pre-order concept instead of hiding it. Short videos showed the products on the body and in motion, while additional posts made clear what pre-ordering means and how it helps prevent overproduction. The visual style stayed closely tied to the brand: calm, high-quality, and minimal. Organic content was strengthened with targeted paid social campaigns aimed at a quality- and sustainability-minded audience, as well as retargeting website and newsletter contacts. After launch, the campaign was optimized based on the data—expanding the ads, audiences, and content variants with the strongest performance and scaling back weaker ones. Comments and messages were actively managed, especially questions about delivery times, sizes, and materials—details that are particularly important to the buying decision in a pre-order model.

Results

As a result, the Alpaca Light line was made visible in the market and economically secured through preorders before production even began. The paid placements weren’t optimized purely for reach, but for preorders and waitlist sign-ups—so the launch directly supported the business model.