Overview:
OM New York, an emerging streetwear brand known for their flame and skeleton-toe Birkenstock designs, had already proven early demand with multiple organic drops generating between $60K and $90K in sales. At just 3,500 followers, the brand showed breakout potential, but lacked a structured system to scale. We partnered with the team to engineer a full launch system — leading to $1,043,534.40 in total sales within just 8 days, setting the foundation for high 7-figure growth in their first full year.
The Challenge
- OM New York had achieved organic $60K–$90K drops without paid ads or formal marketing systems.
- There was no consistent list-building, hype management, or scaling strategy in place.
- The brand needed a way to scale while protecting the organic hype that made them special.
Our Approach:
- Early Brand Identification: Discovered OM New York early through a paid Instagram post when the brand had only ~3,500 followers.
- Audience Engineering: Designed and executed a signup-driven marketing runway to collect 50,000+ subscribers pre-launch.
- Confidence-Based Marketing: Used the brand’s organic $60K–$90K drops as “social proof” in marketing, positioning OM New York as a breakout, limited-availability brand.
- Launch Execution: Built a controlled, momentum-driven launch sequence designed to maximize urgency and drive conversion without relying on heavy discounts.
- Long-Term Scaling: Transitioned OM New York from organic-only drops to structured, data-driven scaling systems that led to high 7-figure annual growth.
Results:
50,000+ subscribers collected pre-launch.
$1,043,534.40 generated within the first 8 days of the new drop.
150k followers across social media
Foundation built for high 7-figure revenue in their first full year.
Performance Snapshots:
Sales results from August 11–August 19 launch window
Sales from start of brand to current scale
Example of ad spend performance when a full foundational system are implemented and active across brand, backend, and media in under a year on this new brand.
Insights
- When product-market fit already exists, amplification — not reinvention — is the unlock.
- Confidence, structure, and momentum were the three core levers that drove OM New York’s explosive breakout.
- Early success requires structure to become sustained success.
Note:
All systems and frameworks used in this project are now part of the ZOS Agency proprietary brand scaling model.