Love, Bonito
Trailblazers GTM Campaign
A US launch campaign anchored in a hero blazer capsule and community led storytelling, designed to build fit confidence and show versatility through editorial photography, video interviews, PR, a launch event, and social series content.
Built for US Launch Momentum
Trailblazers by Love, Bonito
We turned more visits into confident buys by making the blazer story clearer, tightening the path to product, and answering fit questions before shoppers had to ask.
More people raised their hand through email and SMS because the campaign gave them a reason to follow, not just a reason to scroll.
Trailblazers content earned more saves and shares because it felt useful and personal, with styling, purpose, and people you want to come back to.
Client
Love, Bonito
Product
Trailblazers campaign for US market entry, anchored in a blazer capsule and community collaboration
Category
Omnichannel womenswear and lifestyle apparel
Audience
Asian American women in the US, with a focus on style driven, career active shoppers who value fit, function, and versatile workwear
Timeline
24 Weeks - Multi phase launch across pre launch, launch, and post launch
Services
Positioning and GTM plan, partnership and talent sourcing, creative direction, lookbook and video production, PR strategy and placement support, launch event support, social media strategy and content system, landing page and conversion flow recommendations, lifecycle messaging framework, measurement plan
The Challenge
Love, Bonito had strong brand equity in Southeast Asia, but needed faster trust building in the US where the category is crowded and fit confidence is a primary barrier to first purchase.
We had to introduce Love, Bonito with a clear hero story, build credibility quickly through the right voices, and connect the campaign narrative to a shopping experience that answered fit questions early and made the first purchase feel low risk.
US Credibility Gap
In the US, brand trust is earned through proof, not awareness. We needed signals that could stand in for a long retail history and reduce perceived risk on first purchase.
Fit Confidence Barrier
Fit is the main conversion blocker for apparel online. We had to translate Love, Bonito’s design advantage into fast, repeatable proof points across content, product pages, and post click experiences.
Ownable Relevance
We needed cultural and community proximity that felt specific and authentic, while keeping the brand positioned as everyday womenswear, not a limited identity campaign.
Story to Purchase
A strong story is not enough if the buying journey breaks. We had to align PR, social, landing experiences, and lifecycle touchpoints into one consistent narrative that moved from interest to purchase to repeat.
Turning Customer Insight Into US Growth for Love, Bonito
Trailblazers was built by mapping the full launch journey end to end.
Awareness. Consideration. Acquisition. Engagement. Satisfaction.
At each stage, we looked for what slowed people down and what moved them forward. Then we turned those findings into action. Clearer fit messaging. Stronger product context. A smoother path from story to shop. Lifecycle touchpoints that set expectations and protect satisfaction.
The result is a launch system designed to drive first purchases and earn repeat behavior, not just attention.
Objectives & Success Criteria
A clear set of goals that defined what success looked like for Trailblazers in the US, from first impression to repeat purchase.
Launch Credibility
More trust signals in the US market
Fit confidence
Clear sizing and fit expectations pre purchase
First purchase
More first orders from campaign traffic
Demand capture
Higher email and SMS opt in from launch
Ongoing engagement
More saves, shares, and repeat visits
Customer satisfaction
Fewer fit issues and stronger repeat intent
Built for Social, Made for Story
An editorial system with a human voice
We built a content library designed to launch, convert, and keep the story moving. The foundation was lookbook editorial photography that made the blazer capsule feel premium, wearable, and easy to picture in real life.
Then we captured interview style videos with each Trailblazer, letting her lead with her own words. Not scripted. Not polished into sameness. Just honest perspective that builds trust fast.
During production, we also created social grams in real time: behind the scenes moments, quick styling clips, and short cutdowns built for publishing speed. Together, these assets worked as one system: a clear hero story on day one, and enough chapters to stay relevant long after launch week.
Trailblazer Stories
Long form story assets for site, YouTube, PR placements, and brand channels. Designed to build trust through voice, context, and credibility.
Moments That Move
Mobile first cutdowns for Reels, TikTok, Stories, and paid social. Built for fast attention, quick education, and repeatable weekly cadence.
The Lookbook Standard
High polish stills for lookbooks, press, website modules, and paid creative. Built to communicate fit, fabric, and styling at a glance.
