HAYASPORA is a fashion brand whose drops move fast. Lookbook and try-on energy has to be on feeds the day a collection goes live, with creators who understand fit and styling.
Seventy-two hours is the window. A month-long retail media retainer is the wrong clock. Try-on clips had to ship with the drop, and sell-through had to be the number that decided which creators got more budget.
The issue
Retail media retainers optimize for reach. Drops need sell-through in a 72-hour window.
Try-on content is high-intent but expensive to produce in-house for every SKU. Approving creator styling notes across time zones slowed prior launches. The cost of a slow approval is a drop that is over before the clips ship.
If lookbook clips land after the drop is gone, they are content. They are not merchandising. HAYASPORA needed try-on on TikTok and Reels on drop day, with sell-through tied back to the cohorts that posted.
What we did
Clippy briefs highlighted hero pieces per drop with styling guardrails.
Creators posted try-on and lookbook clips. Qualified posts paid on schedule. Sell-through was compared against clip cohorts to fund what moved inventory.
Two channels, one drop window. Approvals had to be fast enough that the clip still mattered when it went live.
Try-on on drop day. Sell-through as the scoreboard.
Lookbook and try-on clips shipped on TikTok and Reels the day the collection went live, not on a retail-media calendar.
Sell-through was compared against qualified creator cohorts. Inventory, not reach, decided what got more budget inside the 72-hour window.
Approvals had to be fast enough that a clip still mattered when it went live. The retainer clock was the wrong clock.
HAYASPORA treated each drop like a performance window: creators, clips, and sell-through in one thread instead of a month-long agency timeline.
