Tracee Ellis Ross recently launched Pattern Beauty, a haircare line for curly girls with a mission to celebrate the texture and beauty of black hair. We looove the website (it was built on the Shopify platform!), find the positive messaging Pattern puts forth inspiring, and have enjoyed watching along as Tracee and team unveiled its luscious launch campaign! Below we’ll examine what made Pattern’s launch successful and pull out some of the ways merchants can launch similarly.
Leading with content for social media
We’ve said it once (probably like three times, actually) and we’ll say it again, content that resonates is the key to effective marketing! The best way to create content your audience wants to engage with is by understanding their wants and needs, and providing it in a way they want to digest it.
Pattern is a beauty brand. Beauty is often a visual thing. By populating its Instagram feed with a mixture of videos, product and lifestyle imagery (present and vintage), and graphics that tell a visual story (think bold serif font, earthy color palette, round shapes, curly lines), Pattern was able to leverage the platform to tease its launch and tell its brand story.
Another social media positive was creating a branded hashtag. Searching #RockYourPattern on Instagram and Twitter shows how simple hashtags help build online community.
Messaging that resonates with target audience
If you’ve got coily or curly hair, this image and this message just may be telling the story of your life. Pattern’s brand voice is funny, positive, encouraging, and empowering, and easily weaves between the website copy and social media.
We also love Pattern’s educational approach when it comes to content marketing. The Pattern Glossary, penned by Atlanta’s own Amena Brown Owen, is a witty mix of black hair care terms and definitions of Pattern’s brand taglines and hashtags.
Employing the use of “coming soon” landing page
One of our fav-o-rite things about Pattern’s launch campaign was the use of a “coming soon” landing page. The page featured a video of Tracee discussing her ‘why’ and telling the brand story, a countdown, an email sign up section, and a call to follow Pattern on social media.
Since the brand spent a good chunk of time teasing the launch on social media, having a landing page was an excellent addition because it provided a destination for social users to learn more about the brand, and by collecting emails, an avenue to convert them into brand loyalists.
While an advertising budget isn’t totally necessary for a launch campaign, it helps! For Pattern specifically, purchasing a Google ad was a great idea. Think about it, if you google “pattern” a beauty brand is definitely not going to be the first thing that comes up in your search. But, by employing the use of Google ads, Pattern is the first listing you see. Brilliant.
Final grade for the Pattern Beauty launch? A+ in our book! Employ these tactics for your own website launch to set yourself up for success.