deathtoself.
A Knack for Brand Building
Lovejoy’s heart for storytelling began with Karren Lovejoy herself. The social media enthusiast and chronically online Jesus freak has since amassed over 15 million views and 200,000 followers across platforms—Youtube, TikTok, Instagram, Podcast, Substack, and last but not least, her clothing brand, deathtoself. deathtoself came as a response to a spiritual awakening and the desire for youthful and creative clothing brand that spread the gospel and encouraged the purpose of dying daily.
Lovejoy’s work for the brand—outside of creating it—consisted of developed a launch strategy and curating in person events to establish the brand’s community. In order to break through the noise of numerous traditional Christian brands that existed before, it required bold and strategic campaign ideation and influencer seeding during all stages of the launch strategy.
With deathtoself’s trucker hat launch in 2024, Lovejoy intentionally executed a gifted only influencer marketing campaign. We seeded 25 micro to mid-tier influencers with strong audiences, which yielded organic in-feed and story posts. These posts generated about 1,300,000 impressions, a 215% increase in followers, a 400% increase in website traffic, and a sold out collection, all on the first day of the launch!
Deathtoself also saw two more sold out collections, and gained a family of loyal supporters awaiting the drop of each new collection. We do brand building and we do it well.