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Midnight Hour
Built in KlaviyoKlaviyo Master Platinum partner
Case study · Email & SMS

Turning the summer slump into a weekly ritual.

How Midnight Hour boosted summer revenue 135% with Mystic Saturdays.

Summer is the slowest stretch of the year for apparel. Instead of discounting through it, we gave customers a reason to show up every Saturday: a new exclusive drop each week of August, and a surprise to close it out.

ClientMidnight Hour ChannelsEmail, SMS, App PlatformKlaviyo TimeframeAugust + September
This August at Midnight Hour Mystic Saturdays
  1. Drop IAug 3Lost in Kyoto
  2. Drop IIAug 10Seasonal sweatersApp only
  3. Drop IIIAug 17Botanical & Mushroom Mesh
  4. Drop IVAug 24Embossed Black Velvet
  5. Drop VAug 31Bats Roost
  6. SurpriseEarly SeptThe surprise dropUnannounced
Save the date
Klaviyo revenue, period over period
+135%

In the slowest season of the year for apparel.

Revenue, year over year
+34.6%

Without leaning on heavy discounting.

Of total campaign revenue
41.74%

Came from the Mystic Saturdays series.

New app users
+67.9%

Driven by the app-only exclusive drop.

The challenge01

The slowest season, without the discount crutch.

Summer is traditionally the slowest sales period for apparel brands. Midnight Hour needed a way to combat declining revenue through the July and August window without relying on heavy discounting that could dilute the brand.

The solution02

A weekly drop, with a date on every calendar.

ATTN developed Mystic Saturdays: a weekly product drop every Saturday in August, with a surprise final drop the first week of September. Each Saturday brought a new exclusive launch with bold, distinctive creative, backed by a recurring email and SMS cadence that built familiarity and anticipation.

  • 01The same day, every weekA recurring Saturday rhythm across email and SMS, so customers knew exactly when to look.
  • 02Save the dateEvery email footer carried a Save the Date CTA to add the next release to their calendar.
  • 03Always tease the next onePreview imagery of the upcoming drop kept the series moving from one Saturday to the next.
  • An app-only exclusive. Drop II gave first access to the new sweaters only in the Midnight Hour app.
  • A surprise at the end. One unannounced drop in September, after customers thought the series was over.
  • A recap for anyone who missed a week. Every collection in one email, to close the loop.
  • Email
  • SMS
  • App
  • Retention
The series

Every Saturday, a new drop.

Each email had its own look, and every one ended by pointing to the next Saturday. Step through the whole series.

Midnight Hour Mystic Saturdays email: Introducing Mystic Saturdays
Before the first drop

Introducing Mystic Saturdays

Five Saturdays, five dates, announced up front so customers could plan around them.

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More work

More results like this.

Your turn

What would this look like for your brand?

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