BACKGROUND
This project was for a client in the direct-to-consumer homeware space. The goal was to build anticipation, convert existing followers into buyers on launch day, and sustain momentum in the weeks following the launch of a premium ceramic kitchen storage range.
I built a six-week organic campaign arc across three phases: a two-week pre-launch period that led with craft and process content rather than product reveals, a launch week planned to the hour with a waitlist early-access window, and a three-week post-launch phase structured around four content pillars specifically designed to prevent the drop-off that typically follows an initial launch push.
The pre-launch waitlist strategy generated 1,247 sign-ups from organic social alone, with a 34% email conversion rate on launch day. The post-launch review became part of the brand's internal launch playbook for future product releases.
