Elevating HEAT's digital presence with a FOMO-driving digital strategy







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HEAT is the world's first luxury fashion mystery box. In 2020, they were poised to make a significant impact during their first-ever BFCM event, but several key challenges stood in their way.

HEAT’s existing site and infrastructure were not set up for high-traffic events. They needed to scale their operations and digital presence to handle the expected surge in traffic and sales. They also wanted to ensure that their updated website reflected HEAT's luxury brand ethos.

Another key consideration was engaging their Gen Z audience and generating hype for product drops. To achieve this, HEAT required tailored digital strategies that would resonate with Gen Z shoppers and generate excitement. They came to UWP to help them maximise their success across the lucrative Black Friday weekend.


Our collaboration with HEAT led to a highly successful initial BFCM launch, marked by record sales and customer engagement.

To achieve this, we implemented a comprehensive digital strategy that included an optimised website, FOMO-driving features and targeted marketing campaigns to engage a wider audience.

The website redesign focused on reflecting HEAT's luxury branding while optimising for higher traffic, enhanced user experience and boosted conversion rates. We also implemented targeted SMS, email and social media campaigns to foster engagement and leverage excitement around HEAT’s product launches, particularly among their Gen Z audience.

The result was a notable boost in website traffic, customer engagement, and, most importantly, sales conversions, solidifying HEAT's position in the competitive fashion ecommerce sector.


HEAT is a dynamic company that has made a significant mark in the luxury fashion industry with its innovative ‘mystery box’ business model.

As HEAT prepared for their first Black Friday Cyber Monday (BFCM) launch, they sought to amplify their innovative approach and reach an even wider audience.

In our collaboration with HEAT, a key focus was the strategic redesign of their website, where we integrated features like countdown timers and gated content to accentuate the exclusivity and appeal of their 'drop' model.

We also introduced innovative engagement strategies, notably SMS campaigns, that resonated strongly with their Gen Z audience. Central to our approach was creating a sense of FOMO, especially for their mystery box drops, emphasising the luxury aspect of the featured brands.

HEAT’s BFCM launch was hugely successful, significantly boosting their position in the luxury fashion market and attracting attention from major investors like LVMH.