CASE STUDY

Fearless Tape

Overview
A ground-up brand launch that grew from a conceptual idea into a multi-million-dollar direct-to-consumer success.

Situation
We identified a gap in the market for reliable, consumer-friendly fashion tape and believed the product could scale rapidly through DTC channels.

Goal
Create a full brand identity, packaging system, messaging strategy, and go-to-market plan capable of scaling to millions in sales.

Audience
Women ages 18–45, brides, performers, and everyday consumers seeking wardrobe security and convenience.

Role
I owned the complete launch and growth strategy—creative direction, content creation, marketing, PPC, operations, and customer experience.

Strategy

  • Develop a premium, trustworthy brand identity with high visual appeal

  • Build conversion-focused Amazon product listings

  • Use review velocity + social proof to accelerate ranking

  • Launch multi-channel paid campaigns focused on high-intent keywords

  • Optimize creative based on analytics and customer feedback

Actions

  • Created branding and packaging designs

  • Directed and created product photography and produced promotional videos

  • Wrote all listing content and brand messaging

  • Managed PPC campaigns and optimized ACOS/ROAS

  • Oversaw customer service, inventory planning, and review-building strategies

Results

  • $7M in annual revenue

  • $25M in lifetime revenue

  • #1 bestseller placement in Amazon category

  • Scaled to international markets

  • Achieved top-tier ratings with thousands of positive reviews