Approaching influencers from different areas of expertise. Maintain a fixed element, the same T-shirt with the brand message. Make potential costumers talk about it and exploit the power of word of mouth marketing.
Use the hashtag #aboutyou
Make the content as simple and neutral as possible
Show the T-shirt on the picture
Successfully created buzz and suspense around the brand before even launching it and revealing what the product actually was. Achieved to deliver the brand message: it is all about you.
Expose the brand message to at least 700 users on Instagram
Create simple contents that deliver the message without destroying the mystery