— Door 03 · Concept deliverable
A brand universe, not just a feed.
DOF says it best: a world the community wants to shop, live in, and return to. A relaunch is the moment to build that world deliberately. This is a 90-day content & digital strategy concept — five content pillars, a channel plan, Klaviyo flows, Shopify & AI-search optimisation, an influencer playbook and a weekly performance loop — my interpretation of how I'd run it, shown as concept work.
Days 1–30 · Tease
Reintroduce
Seed the new brand line, reset the grid, grow the early-access list. Quiet, editorial, building anticipation. Lock the content system and Klaviyo flows behind the scenes.
Days 31–60 · Launch
Reveal & convert
Campaign film, full drop, early access → public. Heavy product + craftsmanship, founder voice, first influencer looks. Shopify and social move as one synced moment.
Days 61–90 · Sustain
Compound
Turn the launch into a rhythm: social proof, UGC, evening-edit storytelling, Pinterest evergreen, win-back flows. Double down on what the weekly report says is working.
— 01 · Content pillars
Five stories, on rotation
Every post belongs to a pillar drawn from DOF's real story — so the feed always feels intentional, never random. A rough weekly mix is shown under each.
01
The House Reintroduced
The relaunch narrative — what DOF is now, the brand world, the founder's why.
~15% · brand
02
Made in Italy
Craft, materials, the small-batch ethic. The reason to pay for the real thing.
~20% · trust
03
Signature Silhouettes
Claudia, Bettina, Cecilia, Leona, Lily — product as hero, named and elevated.
~30% · convert
04
How to Wear It
The Evening Edit, occasion styling, day-to-night — styling that sells without selling.
~20% · desire
05
The DOF Community
Customers, UGC, reviews, influencer looks — the room the brand invites you into.
~15% · proof
— 02 · Channel plan
Each platform, a different job
Same brand world, four roles. The brief names Instagram, TikTok, Pinterest and LinkedIn — here's what each is actually for.
Instagram
Home · brand world
The flagship. Where the brand lives in full — Reels for reach, carousels for product depth, Stories for daily rhythm and shopping.
- 4–5 feed posts/wk + daily Stories
- Reels: styling, craft, founder, behind-the-shoot
- Shopping tags on every product post
The front door for new audiences. Looser, faster, founder-forward and trend-aware — the boot styled three ways, "made in Italy" in 15 seconds.
- 3–4 native videos/wk
- Hook-first, sound-on, vertical
- Test → fold winners back into Reels
Pinterest
Evergreen search · traffic
The quiet revenue engine. High-intent search that drives Shopify traffic for months. The brief flags Pinterest experience as highly regarded — this is where it pays.
- Idea Pins + product Pins to collections
- Boards by occasion: evening, autumn, bridal
- Keyworded to how people actually search shoes
LinkedIn
Brand & press · authority
The business story. Made-in-Italy, the founder journey, the relaunch as a brand-building case — for press, stockists and credibility.
- 1–2 founder/brand posts/wk
- Relaunch milestones & editorial features
- Repurposed from the brand pillar
— 03 · Email · Klaviyo flows
The owned channel that compounds
Social rents attention; email owns it. A relaunch is the perfect moment to build the flows. Honest note: Klaviyo specifically is a quick ramp for me from comparable email tools — the flow design is the same.
Automated flows
01
Welcome / early-access — capture the relaunch list, deliver first access, set the brand tone.
02
Browse abandon — saw Bettina, didn't buy → a gentle nudge with the craft story.
03
Cart / checkout abandon — the highest-ROI flow; recover the near-miss.
04
Post-purchase & care — care guide, what-to-wear, review request → repeat & UGC.
05
Win-back & back-in-stock — re-engage lapsed; limited-quantity restock alerts.
Relaunch campaigns
01
"The house, reintroduced" — the relaunch broadcast to the full list.
02
Early-access drop — VIP segment shops first, scarcity respected.
03
It's live + bestsellers — public launch with social proof baked in.
04
The Editor's Edit — curated styling, segmented by past browse/buy.
05
Segmentation — VIP, by-silhouette, by-size, engaged-not-purchased.
— 04 · Shopify & AI search
Where social ends and the site begins
The brief asks to keep Shopify content consistent with social campaigns. I'd take it further — make every product page win in Google and in AI answer engines (ChatGPT, Perplexity, AI Overviews), where shoppers increasingly start.
- Campaign-synced merchandising — when a silhouette is the social hero, it's the homepage & collection hero too. Same image, same line, same week.
- Rich product pages — material (Vitello, python, wool), heel height, last/fit, made-in-Italy provenance and care, written for both shoppers and crawlers.
- Structured data & FAQ — Product + FAQ schema so DOF is quotable by AI answer engines ("best Italian-made block-heel boots", "DOF sizing").
- Image alt text & file naming — every asset described (e.g. bettina-black-vitello-block-heel-boot) for accessibility and search.
- Collection SEO — "Evening Edit", "Made in Italy heels" as keyworded landing pages that catch intent Pinterest & search send.
- Speed & consistency — imagery, messaging and stock states matched across site, social and email so nothing contradicts.
— 05 · Partnerships
Influencer playbook
Owned as a system — outreach, brief, assets, feedback, measure. Honest note: I own the process end-to-end; the fashion-influencer relationships are where I'd build over time.
The cycle
01
Source & tier — micro (styling, high trust) → mid (reach) → editorial (credibility). Fit over follower count.
02
Brief — a tight, on-brand brief: the line, the look, the do/don't, the deliverables.
03
Gift & collaborate — seed signature silhouettes; co-create rather than dictate.
04
Amplify — whitelist top content as Spark/partnership ads; repost UGC.
05
Measure — code/link per creator → attributed reach & revenue → who to re-book.
Weekly performance loop
Reach
New eyes, by channel
Save rate
Desire signal on product
Profile→site
Social driving traffic
Email CVR
Owned-channel revenue
The loop: every week → pull the numbers → name what drove engagement & conversion → write next week's calendar from the answer. The brief asks for weekly reporting "to inform future planning" — this is that, made into a habit, not a slide deck.
Concept disclaimer: This is my independent interpretation of how I'd approach DOF Studios' relaunch — not official DOF strategy, and not endorsed by DOF. Pillars, product names and palette are drawn from DOF's public website for authenticity; percentages, cadences and any figures are illustrative planning assumptions, not commitments or DOF data. Shared to show how I think, before we'd build the real plan together.