Vault was sitting on 28K Instagram followers and zero email captures. They had a 200-unit limited drop coming and needed it to sell out fast enough to feel like a moment, not a sale.
Drop launches live or die in the first 72 hours. Most brands push paid ads ON the launch day. We needed to engineer demand BEFORE the drop, then let scarcity do the rest.
Three weeks pre-launch we ran a creator-seeded teaser campaign across 11 micro-influencers. Day-of we flipped a single 9-second video into 6 paid variations across TikTok and Meta. The drop went live at 6pm Sydney.
Sold out in 47 seconds. 12,400 email captures from the waitlist mechanic. The brand is now running this exact mechanic on every quarterly drop.
“We've never had a drop sell out under a minute. The waitlist mechanic alone paid for the whole engagement.”