To create buzz for their re-release they posted a picture of the iconic sneakers on their socials with no information of the drop. The mystery behind it caused a commotion and created more engagement as people wondered when the shoes would be released.
To sustain the momentum, Wu-Tang used Laylo’s tools to encourage sign-ups through Instagram stories featuring a registration link. Fans who commented on posts, such as the one below were automatically added to Laylo's sign-up list using the Instagram comments feature. Even without a drop date people were commenting like crazy growing the sign-up base dramatically.
Everything remained a mystery until, finally, Wu-Tang posted an image featuring a countdown timer revealing the drop date. The post, captioned “Killa Bees to the front. Drop a 🐝 to join the swarm,” urged fans to comment to be notified. Fans swarmed the comments section, making sure they wouldn’t miss their chance to secure the sneakers.
In the spirit of exclusivity, Wu-Tang Clan executed the release of the iconic sneakers directly through their website, offering loyal fans first access before the broader release two days later. Fans who signed up through Laylo were sent a link leading to the Dunks on Wu-Tang's official store.
On release day, Wu-Tang amplified the excitement by posting a video on Instagram announcing that the sneakers were now available. Fans were quick to enter the link and wait in the virtual queue to get the sneakers. Moments later they posted that the shoes were sold out.
Almost a week after the sneakers sold out, Wu-Tang Clan texted fans who signed up through Laylo, announcing that there were a few extra pairs available for some lucky winners. This news created so much excitement that the website crashed several times as fans rushed to get their hands on the shoes.
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The campaign created an overwhelming response from sneaker enthusiasts and Wu-Tang fans, showcasing the power of Laylo's tools to connect brands with audiences in real time. The re-release generated immense excitement, leading to a rapid sellout while still offering fans the opportunity to secure the highly sought-after shoes. This campaign stands as a testament to how building anticipation and engaging audiences can drive remarkable results.
Fans around the world who were able to get their hands on the shoes have been posting reaction videos, sharing how they plan to style them, and expressing their happiness at finally owning a pair.
52% of fans who viewed the drop RSVPed
96% CTR on drop day
4,000+ Spotify presaves
