EU Marketing Plan v2
6 Months · D2C · Slow Launch
2026.06.01
A slow, deliberate launch — for a brand that should never feel mass-market.
D2C only · No wholesale · No paid ads pillar · €2,000 · 380 units in stock
What changed from v1
Wholesale and concept stores are out. The plan is now 100% direct-to-consumer via the Wix shop. Stockists may come later — Phase 2, organically, only if a curator approaches you.
Tempo dialed down. Cadence is a quiet drip, not a launch blitz. The brand's first appearance to most people should feel like a discovery, not a campaign.
Small batch becomes the story. Your starting stock of ~380 units is a feature, not a constraint. Language like "first edition of 80" turns scarcity into a virtue.
Channels: 3, not 6. Instagram, Pinterest, email newsletter — plus targeted press & creator seeding. No Facebook ads, no TikTok churn, no constant timeline noise.
01 · Positioning
The wedge
IMAGINE sells against the dominant cultural mood: screens, AI, speed, sameness. Every piece of copy should make a reader feel they are reclaiming something — sensory, slow, physical, hand-made, human.
Hand-made tools that retrain your imagination — in a world that's quietly outsourcing it.
Pillar 01
Anti-screen, pro-hand
Natural materials only. Tactile. No app, no battery, no notifications.
Pillar 02
The HUMAN manifesto
Highly Unregulated Manifestation of Abundant Nature. Put it on the site, inside the box, in the press kit.
Pillar 03
Designed in Amsterdam
Small-batch, made by one designer. Provenance is part of the story.
02 · Audience
Who this is for
People drawn to human creative development through tangible, physical, interactive tools — designed for human-to-human interaction, creativity, bonding, co-creating. No technology involved. Only physical objects from natural materials that develop human skills.
Translated into who actually buys:
Primary
Creative practitioners (25–55)
Artists, writers, designers, illustrators, ceramicists, somatic teachers, therapists, coaches. They buy for themselves — as a daily ritual or facilitation tool.
Secondary
Thoughtful gift-givers
People who buy IMAGINE for a creative friend, a partner, a sister. Price point (€35–70) is gift-friendly. Peaks: Q4 holidays, birthdays, milestones.
03 · Product Strategy
Stock as story
Your inventory (~380 units across cards, puzzles, and smaller runs) is plenty for a 6-month slow launch. Lead with the products that photograph best and tell the brand story fastest.
Product
Stock
Price
Role in launch
Card games
80
€60
Hero product. Highest unit price, most photogenic, easiest to demo on Instagram & in person.
Puzzles (3 styles)
300
€35–45
Entry product. Lower price point makes them the "first IMAGINE" for newcomers. Three styles = three Pinterest pin variations.
Other (rituals, nature, body, etc.)
smaller
€35–70
Supporting cast. Bundle with hero products or release as monthly "drops" to give the newsletter a reason to exist.
Small-batch language to test
"First edition of 80 · numbered & signed" — on card game packaging
"Made in small runs in Amsterdam" — site footer
"When this batch is gone, the next will look slightly different" — product page
04 · Channel Mix
Three channels, done well
Better to maintain three with depth than half-show on six. None of these require paid advertising — they're built from craft, consistency, and the right voice.
Channel 01 · Discovery
Instagram
Tone: editorial, slow, image-first. 2–3 posts per week. Reels only when natural (process, hands, materials). Carousels for manifesto-style writing. Stories daily — informal, behind-the-scenes.
Channel 02 · Search
Pinterest
The most undervalued channel for this aesthetic. Every pin is a perpetual ad. 10 boards: rituals, materials, expression, the studio, Amsterdam. Pin 5×/week from existing photography. Drives shop traffic for years.
Channel 03 · Ownership
Email newsletter
The audience you actually own. Sent every 2 weeks. Manifesto-led, not promo-led. New product drops appear here first. Goal: 500 subscribers by month 6.
Sample seeding — 3–5 product gifts per month to aligned creators (somatic teachers, writers, ceramicists, illustrators in the 5k–50k follower range). One kit, hand-written note, no ask.
Press pitching — One slow drip of pitches to slow-living & design publications. Three real targets, three months apart.
One Amsterdam launch event in month 2 — co-hosted in a partner space (gallery, bookstore, wellness studio) to keep cost under €300.
05 · Materials
What to generate, in priority order
You asked what materials to generate for marketing. Here it is, sequenced. Tick boxes as you go.
Brand foundation (week 1–2)
Manifesto / brand text — already done
Final logo / wordmark — already done
One-line tagline (under 12 words, usable in IG bio + footer)
Founder bio (150 words + a one-paragraph version)
HUMAN acronym as a visual asset (graphic for site, IG carousel, postcard)
Brand color & type spec (1-page PDF so any future collaborator stays on-brand)
Visual library (week 2–4)
Studio product photography — first part of collection — ready
Lifestyle / in-use photography — hands holding cards, puzzle on table, candle lit, etc.
Packaging shots — opening, unboxing, the inside of the box reveal
Studio / process shots — workspace, materials, founder hands
3–5 short product films (30–60s each, vertical for IG & Pinterest)
Website / Wix shop (week 2–6)
Home page with manifesto + hero product
About / Founder page (with photo + bio)
6–8 product pages (one per SKU, with clean photo + lifestyle + story)
Newsletter signup with a "what to expect" line
Contact + press inquiry page
Order confirmation + shipping email tone match
Press kit PDF (week 4–6)
One-page brand summary
5–8 high-res images, captioned
Founder bio + portrait
Product line sheet (SKU, price, dimensions, materials)