Driven Racing Co.
An apparel brand built inside car culture. We planned the launch end to end: ads, email, creators, a waitlist and the shoot behind it all.
- Brand
- Driven Racing Co.
- Category
- Automotive apparel
- Timeline
- 90-day launch
- Services
- Launch plan, paid media, email, creators
The ask
Driven had what most new apparel brands don't: product ready to sell, three respected automotive creators in its corner and a community of smaller creators willing to rep it. What it needed was a plan to turn that credibility into sales. The ask was a launch led by the people who already live car culture, instead of one that starts with ad spend and hopes.
What we built
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A 90-day launch plan
Week by week, from first teaser to drop day and after. Everyone knew what was shipping and when.
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Ad structure
Meta campaigns set up for testing creative fast and putting money behind what works.
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Email flows
Klaviyo flows for the waitlist, welcome, abandoned carts and post-purchase.
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Creator program
Agreements and a plan for working with automotive creators who already live this, not paid shoutouts.
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Waitlist with referrals
People move up the list by bringing friends, so the launch builds its own audience before drop day.
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The shoot
A full shoot brief for our videographer and the face of the brand, so the launch content was planned, not improvised.