Aje CMO project brief · Response by Deena Colman
DEENA COLMAN
CMO PROJECT BRIEF RESPONSE Aje.
Fashion vs CommerceSlide 3 of 4Next slide
Fashion vs Commerce campaign visual
The Siren drop

Launching a Fortnightly Drop: Siren.

One collection. Four stages. Multiple opportunities for discovery.

Using Siren as an illustrative fortnightly collection launch, this is how Aje can build anticipation, reveal the fashion, expand product discovery and convert demand without creating a new major campaign every two weeks.

Explore the thinking

Fashion vs Commerce

Bringing Siren to Life

  1. 01 · PRE LAUNCH

    Tease

    Create anticipation
    Siren tease stage storyboard
    Siren example
    The First LookClose ups of Siren's textures, silhouettes and design details, supported by selected creator previews.
    How we expose more
    Introduce details from 4–6 pieces before launch, with a coming soon collection page that allows customers to register their interest.
  2. 02 · LAUNCH

    Reveal

    Establish desire
    Siren reveal stage storyboard
    Siren example
    The ArrivalHero campaign imagery, short form film, a shoppable collection landing page and coordinated in store presentation.
    How we expose more
    Lead with 3–5 distinctive looks while making the full collection easy to explore and shop.
  3. 03 · MID CYCLE

    Explore

    Expand discovery
    Siren explore stage storyboard
    Siren example
    Her Own Dress Code, The Detail and Wear It AgainOccasion styling, craftsmanship stories and different ways to wear key pieces. Include a Guest List edit where a relevant host partnership aligns.
    How we expose more
    Bring separates, accessories and less visible styles into new stories, showing how different pieces work across occasions and wardrobes.
  4. 04 · ALWAYS ON

    Convert

    Capture demand
    Siren convert stage storyboard
    Siren example
    Complete the LookPersonalised emails, relevant shopping ads, complementary product recommendations and in store styling appointments.
    How we expose more
    Surface relevant pieces based on browsing behaviour, occasion and purchase intent, including follow up with customers who registered their interest before launch.

Three Consecutive Drops. One Continuous Marketing Rhythm.

Illustrative rolling four week view.
Week 1Week 2Week 3Week 4
Siren · Drop 01RevealExploreConvertConvert
Drop 02TeaseTeaseRevealExplore
Drop 03TeaseTease

As one collection launches, the next is being teased and earlier collections continue to generate discovery and sales.

The customer doesn't need another generic New Arrivals announcement every fortnight. She encounters different stories, styling ideas and products that give her new reasons to engage with Aje.

The Outcome

More of the collection discovered. More opportunities to convert. Greater value from every drop.

A repeatable content approach that increases product visibility, sustains customer interest and supports full price sell through, while making more effective use of creative production and marketing investment.
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