Outline Brooklyn: This Stylish Store Took Everything Offline and Made a Catalogue Instead
Image Credit: Outline Brooklyn
Key Results
+37% newsletter growth in one month
+272% growth in Instagram following
Consistently high engagement rates across social
Improved attribution across Google, Meta & email
Successful Fall 2025 catalogue launch driving offline footfall
The Challenge
Outline Brooklyn is a NYC-based multi-brand retail store looking to strengthen its local digital presence to support the launch of its Fall 2025 catalogue. The objectives were clear: increase awareness within the local market, grow newsletter subscriptions, and convert online engagement into in-store footfall at the Brooklyn location. Alongside this, the brand hosted a catalogue release party in collaboration with New Balance, with Contact High engaged as the creative and strategic partner.
The Approach
We built a bespoke marketing approach spanning paid social, email marketing, and organic social, designed to support both the catalogue launch and longer-term brand growth. Email marketing infrastructure was established with automations and proper tagging for subscribers, appointment bookings, and customer enquiries, ensuring data clarity and future scalability.
Tracking was implemented across Google, Meta, and email platforms to accurately attribute traffic, engagement, and conversions. Working closely with Contact High and the Outline Brooklyn team, we collaborated on multiple paid media approaches to align creative, messaging, and media spend with the campaign’s objectives. Meta ad campaigns were set up using a range of creatives and calls to action, supported by clear budget recommendations and timelines. A test-and-learn framework was introduced to allow for incremental scaling month over month and year over year.
The Results
The campaign delivered strong, immediate impact. The newsletter database grew by 37% in a single month, with continued growth thereafter. Instagram following increased by 272%, while engagement rates remained consistently high, supported by a newly developed marketing planner that introduced structure and consistency across content and campaigns, setting the foundation for a strong Q4 2025.
The brand also received an excellent feature in The New York Times, further amplifying visibility around the catalogue launch. This case study highlights how clearly defined offline goals — from catalogue engagement to in-store footfall — can be successfully achieved through thoughtful, strategically executed online activations.
About the brand
Founded by two friends with deep roots in Brooklyn’s fashion scene, Outline showcases an edited selection of emerging designers, vintage pieces, and artisanal accessories. The gallery-like interior, complete with natural light, minimal displays, and comfortable seating, encourages slow shopping and contemplation. Personalised styling sessions help customers build wardrobes that feel expressive and emotionally resonant rather than driven by fast-fashion trends.
Visit Outline Brooklyn here: www.outlinebrooklyn.com