GOLDEN HOUR - campaign launch
Brand type: Swimwear & resort-style fashion (example brand)
Industry: E-commerce / fashion
Collection: Golden Hour 2.0 – swim drop
Service: Launch campaign strategy, copy & email design
Campaign length: 3-email launch sequence
Goal: Drive sales for the new swim collection while building a strong, aspirational brand moment for summer
Golden Hour Studio is a summer-focused fashion brand that creates glow-catching pieces for pool days, beach trips and golden-hour drinks.
They came to Email Daddy wanting a cinematic launch campaign for their new Golden Hour 2.0 swim collection – something that felt like a mood, not just a “new in” email.
The problem
Golden Hour Studio was dropping a new swim collection, but their existing email approach was:
One generic “New arrivals are here” email
No storytelling, no clear positioning for the collection
No detail on fit, support, coverage or fabric (all the things people actually care about with swimwear)
No structured build-up or final “last chance” push
For something as personal and high-stakes as bikinis and swim, their list needed more than a single product grid. They needed a campaign that sold a feeling (summer, confidence, golden hour energy) and answered practical questions (fit, support, coverage, lining).
THE APPROACH
WHAT WE DID
Audited Golden Hour’s existing launch emails and identified gaps in story, sequencing and swim-specific info
Defined a clear campaign arc: announce → detail & reassurance → scarcity
Developed the “Golden Hour 2.0” concept around poolside, beach and golden hour moments
Wrote subject lines, preview text and full body copy for all three campaign emails
Built a visual direction (colour, layout, sections) that feels like a summer editorial, not a discount flyer
Wove in subtle social proof and emotional language to make the collection feel aspirational andwearable
BEFORE – ORIGINAL APPROACH
Before – One-and-done promo email
Single broadcast email announcing “New Swim Has Landed”
Standard product grid with no clear hero story
No explanation of coverage, support, lining or mix-and-match sizing
No warm-up email or follow-up for people who clicked but didn’t buy
Result: the drop went out to the list, but there was no campaign arc – just one quick shot in the dark.
We rebuilt the launch as a short, cinematic campaign designed to:
Introduce the collection as a moment (not just stock)
Answer all the “will this actually suit me?” questions
Create a gentle last-chance push once sizes started to go
AFTER:
3-PART SWIM LAUNCH CAMPAIGN
“Golden Hour 2.0” intro with strong visuals + summer storytelling
Positions the collection around rooftop drinks, pool days and golden-hour plans
Highlights key benefits in simple language: golden-rich fabrics, flattering cuts, glow-catching colours
Email 1
Launch & vibe-setter
Email 2
Fit, support & try-on details
Answers real swim objections: coverage, support, lining, comfort
Breaks down fit (adjustable straps, hip-sitting bottoms, mix-and-match sizes)
Adds “fitting room” style social proof so customers can picture how it feels, not just how it looks
Calls out low-stock sizes and hero styles
Frames it as a “before your size is gone” nudge, not a shouty clearance email
Reminds them this is a non-restocking drop – once it’s gone, it’s gone for the season
Email 3
LOW STOCK & LAST CHANCE
TYPICAL IMPACT / BENCHMARKS
Typical impact of a structured launch campaign:
Multi-email launches usually see higher click-through and revenue compared to a single “new in” email
A dedicated fit/support email helps reduce return risk and builds confidence pre-purchase
A clear “last chance” reminder helps capture on-the-fence shoppers before the collection sells out
These are industry benchmark patterns for fashion/swim brands, not specific data from Golden Hour.
Want a launch campaign for your next collection?
We design email launch campaigns that do more than announce “new stock” they build a story around your drop, answer customer worries and guide them from first look to “add to cart.”
Whether it’s a swim collection, seasonal edit or a one-off collab, we can map and write the full campaign for you.