After what might be one of the most shocking breakups of the year (did we let out an audible gasp in the office when we heard the news? Yes, yes, we did), Molly-Mae is back, making waves once again with the highly anticipated debut of her new fashion label, Maebe.
Three years in the making, the launch was nothing short of monumental. Love her or hate her, we can all agree that Molly-Mae is a marketing genius. Here’s what her approach can teach us…
Create FOMO
Molly-Mae has mastered the art of anticipation. In the 30 days leading up to the launch, Maebe’s Instagram saw over 3,000% growth and surpassed 400k followers. Twelve hours before the launch? A staggering 600k new followers, over 1M likes and a mind-blowing 16M views across Maebe’s socials.
This wasn’t just the result of building hype – it was a carefully curated strategy. Molly orchestrated the perfect buildup across platforms like YouTube and TikTok, with strategic paparazzi shots of her looking glamorous yet ‘off-guard,’ conveniently showcasing pieces from her clothing line. Every post, teaser and subtly placed clue turned her audience into eager detectives, primed to buy before the brand had even dropped.
Plan Each Touchpoint
The launch strategy for Maebe was meticulously planned to maximise engagement at every touchpoint. The first post on the brand’s Instagram (@maebestore) features a clip of an interviewer asking Molly, “Have you ever thought about launching a fashion brand?” Her cryptic response? “Maebe.”
Molly-Mae then leveraged her massive personal Instagram following (a casual 8.3 million) to funnel followers directly to Maebe. Within hours, she had converted 468k of them into Maebe followers.
But it didn’t stop there. She used this social media attention to drive a seamless flow of email sign-ups on her website, laying the foundation for future retargeting and conversions.
Embrace Bumps in The Road
While many brands strive for leak-free launches, Molly-Mae took a different approach: she embraced the leaks. In fact, she leaned into them, posting a humorous TikTok on Maebe’s account with the text, ‘3 years keeping it a secret and you guys guessed it with one week to go.’
While many brands aim for flawless, leak-free launches, Molly-Mae took a completely different approach: she embraced the bumps in the road and made them part of her narrative. Instead of panicking when information about Maebe began to surface ahead of time, she cleverly turned the situation into an opportunity to connect with her audience making them feel part of the launch. Molly-Mae showed her followers that she wasn’t just another business owner trying to control every detail – she was adaptable, self-aware and, most importantly, in tune with her audience.
The Takeaway
So, what can we learn from Molly-Mae’s launch approach? It’s all about getting people talking and keeping them engaged every step of the way. Molly has proven that this is just the beginning for Maebe. The buzz surrounding the brand is unstoppable, and we can’t wait to see what she’ll do next. Stay tuned—this brand story is far from over.
