Building an Audience for a Major New Launch
Helping Wicked Brick introduce its first major licensed collection through a connected Shopify and Klaviyo email experience.
When Wicked Brick secured a licensing agreement with Warhammer, it opened the business to a large and highly engaged new audience. The opportunity was significant, but the launch needed to feel credible to existing Warhammer fans while remaining recognisably Wicked Brick.
Working closely with the in-house team, Le Claires helped create the Shopify experience and Klaviyo email activity needed to build interest, understand the new audience and support a confident launch.
The Challenge
Wicked Brick designs and manufactures display solutions for LEGO sets, collectibles and miniatures, selling more than 2,000 products through its Shopify store.
The Warhammer partnership was its first major licensing agreement and introduced a new collection of display cases, stands and wall mounts created specifically for Warhammer miniatures.
This was more than a conventional product launch. Wicked Brick needed to establish itself with an audience that had its own language, expectations and strong connection to the Warhammer brand. The website, launch messaging and customer journey all needed to bring the two brands together convincingly.
Email had an important role to play. Wicked Brick already had an established customer base, but not every subscriber would be interested in Warhammer. The team needed a way to identify relevant customers, attract new Warhammer fans and communicate with each group more effectively.
Building the Audience Before Launch
Rather than waiting until the products were available, we used the weeks leading up to the launch to begin building interest and learning more about the audience.
Existing customers were invited to share their interests and brand preferences, giving Wicked Brick better information about who wanted to hear about the new collection. This created a more relevant Warhammer segment without overwhelming subscribers whose interests lay elsewhere.
Alongside this, we developed a four-week teaser campaign designed to introduce the collaboration gradually and encourage Warhammer fans to register their interest.
Dedicated sign-up routes and tailored Klaviyo welcome emails gave new subscribers an experience connected directly to the collection they had come to see. This meant email was not simply being used to announce the launch. It was helping Wicked Brick identify the audience, capture demand and begin building the relationship before the products went on sale.
Creating a Connected Launch Experience
Holly worked closely with Wicked Brick’s growing marketing team to turn the launch plans into a complete customer journey across Shopify and Klaviyo.
The work included:
- Developing assets that brought together Wicked Brick and Warhammer’s brand guidelines
- Creating dedicated product, collection and landing-page templates
- Reviewing and strengthening the core launch messaging
- Introducing clearer website navigation for the new collection
- Building a four-week pre-launch email campaign
- Capturing customer preferences to support more relevant segmentation
- Creating tailored Klaviyo welcome flows for Warhammer subscribers
- Supporting the team with implementation, guidance and launch decisions
The result was a dedicated “shop within a shop” experience that gave the Warhammer collection its own identity while still feeling part of the wider Wicked Brick store.
The Results
The connected website and email approach helped Wicked Brick attract new customers, build its subscriber base and convert interest in the collaboration into sales.
Following the launch:
- Store sessions increased by 68% year on year
- Email conversion rose to more than 3%
- The new welcome flow achieved a 67% open rate
- SMS subscribers grew by 30%
- New customer sign-ups increased
- Customer service questions about sizing tools were reduced
Crucially, Wicked Brick also left the project with better audience information and a more targeted email setup, creating a stronger foundation for communicating with Warhammer customers beyond the initial launch.
“Launching a new product range at a new target audience with such a global brand was made possible with Holly’s support. From bringing ideas to the table to visualising designs and implementing the changes, the launch ran smoothly from start to finish. Holly was a safe pair of hands throughout and was an asset to the team.”
April Gates, Head of Marketing at Wicked Brick
“This was our first major licensing agreement, so it was imperative that we showed the world that we were the right decision to provide high-quality, bespoke display cases to the brand’s huge following. Holly was instrumental in providing the necessary experience and expertise to bring our vision to reality.”
Kevin Murden, Founder of Wicked Brick