Particl Awards: Top Ads
Particl Awards: Top Campaigns of Summer 2025
Two standout summer campaigns show how product alignment, storytelling, and timing can keep sales elevated for weeks, not just days. Here’s how Jenni Kayne and Little Sleepies did it.
Destination: Jenni Kayne
Founded by Jenni Kayne in 2002 at just 19 years old, the brand has grown into a California inspired lifestyle label known for timeless wardrobe and home essentials. This summer’s Destination: Jenni Kayne campaign distilled the brand’s coastal DNA into a travel driven narrative tying seasonal product drops to aspirational getaway imagery.
Quick Campaign Snapshot – Jenni Kayne
- Theme: Summer travel + coastal lifestyle
- Hero Product: Chloe Crewneck (16.95% of sales)
- Peak Lift: ~2x rolling 3 day sales at launch
- Runway: 3+ weeks of sustained lift post launch
- Channels: Email, Rip & Tan blog, and social
Sales Performance – Destination: Jenni Kayne
Launch produced a sharp revenue lift, with rolling 3 day sales roughly doubling compared to early June. A mid-month peak on June 18th reinforced staying power.
Destination: Jenni Kayne Campaign Performance
Percent of total June 2025 sales by 3-day period
Top products came from refreshed colorways of proven best sellers, balancing novelty with minimal inventory risk.
Creative Strategy – Destination: Jenni Kayne
The Mallorca shoot provided fresh, aspirational visuals, stone streets and Mediterranean light, that still fit the brand’s neutral aesthetic.
Editorial depth via the Rip & Tan blog and capsule guides extended the narrative, which boosted SEO, and linked directly to products.
Why It Worked – Destination: Jenni Kayne
- Seasonal travel theme with strong visual identity
- Lightweight, elevated basics matching summer needs
- Consistent storytelling across blog, email, and social
Fourth of July Collection – Little Sleepies
Launched in 2018 by Maradith Frenkel, Little Sleepies began as a solution to her child’s eczema with ultra soft, bamboo based sleepwear. The 2025 Fourth of July capsule blended bright patriotic prints, family matching, and comfort first fabrics for an emotional, occasion based hook.
Quick Campaign Snapshot – Little Sleepies
- Theme: Patriotic family matching + comfort fabrics
- Hero Print: Snacks & Sparkles (65.13% of sales)
- Launch Cadence: Teaser (May 8) → Drop (May 13) → Mid-June push → Late-June reminders
- Top Products: Short Sleeve Two Piece (30.16%), Pajama Set (18.65%)
- Sales Window: Sustained May–late June
Sales Performance – Fourth of July Collection
Top products came from the Snacks & Sparkles print.
Little Sleepies Snacks & Sparkles Two-Piece Sets Performance
Percent of total sales by 5-day period, May–July 2025
The Snacks & Sparkles and Bright Stars print accounted for 93.29% of sales from launch to date.
Creative & Timeline – Fourth of July Collection
Campaign leaned into real life family settings, parades, BBQs, and backyard play, making products highly shareable.
Phased posting ensured visibility without oversaturation:
- May 8: Teaser post (1,090+ likes)
- May 13: Launch post with clear "shop now" CTA
- Mid-June: Email push for last minute shoppers
- Late June: Final reminders pre-shipping cutoff
Why It Worked – Fourth of July Collection
- Early launch runway creating multiple purchase windows
- Occasion based framing for Fourth of July events
- Relatable, lifestyle first creative
Cross Campaign Key Takeaways
- Ownable themes drive longevity – Travel for Jenni Kayne, patriotic family celebration for Little Sleepies.
- Anchor newness in proven winners – Colorways/prints of best-sellers reduced risk.
- Omnichannel consistency amplifies impact – Email, social, blog all carried same tone.
- Timing multiplies sales – Launch aligned with peak seasonal mindsets.
- Lifestyle first imagery converts – Made products aspirational yet attainable.
- Brand specific differentiators matter
- Jenni Kayne: Editorial + capsule guides boosted SEO and product discovery.
- Little Sleepies: Fabric comfort and family matching drove functional appeal.