OGC's Drop Strategy
A great drop isn’t just about getting products sold—it’s about telling a story, building your community, and making each customer feel like they’re part of something exclusive.
What Sets a Great Drop Apart?
1. Unique Storytelling: Each drop should have its own narrative. Whether it’s a seasonal collection, a limited-edition line, or a collaboration, the story should pull people in.
2. FOMO & Exclusivity: Highlight scarcity and limited access. Keep them wondering if this might be their only chance to purchase.
3. Strategic Bonuses: Add exclusive bonuses like limited-edition items, personalised content, or early-bird discounts to reward fast action and keep interest high.
4. Ads & Partnerships: “Waitlist” ads and influencers help bring credibility and excitement. Create a sense of anticipation with these tools.
The guide below breaks down every phase to make your drop unique—from building a solid waitlist and fostering loyalty to building the post-drop engagement.
Day -10 to Day -5
Phase 1: Story-Driven Teasers & Waitlist Creation
Start the story of your drop with a strong narrative and lead your audience to a waitlist. This sets the stage for an exclusive experience.
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Day -4 to Day -2
Phase 2: Countdown, Influencer Boost, & Sneak Peeks
Use countdowns, influencer sneak peeks, and social stories to build serious anticipation.
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Day 0 to Sell-Out
Phase 3: Drop Day, Bonuses & Ongoing FOMO
Make the drop an event with exclusive bonuses and active engagement to maintain excitement until every item is sold.
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Day +1 to Day +10
Phase 4: Post-Drop Storytelling & Community Engagement
Keep the story alive by sharing customer photos, behind-the-scenes insights, and teasers for future drops.
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FAQ
About the Drop Strategy
A "drop" is a highly anticipated product release that is intentionally timed and marketed as a one-time event, creating a sense of exclusivity and urgency. We usually focus on limited quantities or limited-time offers, which makes them different from regular product launches. The idea is to build hype leading up to the release, so when the product becomes available, there's a rush of interest and demand.
Drops are ideal for brands that want to foster a loyal community and offer unique, desirable products. It works particularly well for:
- Brands with strong customer bases who respond well to limited-time or limited-quantity items
- Companies wanting to test new products without committing to large inventory
- Businesses aiming to create a premium, exclusive brand image
This drop creates excitement and a sense of urgency that regular campaigns often lack. While regular campaigns run continuously or seasonally, drops rely on scarcity, which taps into customers' fear of missing out (FOMO) and motivates faster purchases. It also builds brand loyalty and community, as customers feel like they're part of an exclusive group with early access to unique items.
Waitlist
Start by sharing an engaging story around the collection and offering early-bird perks. Use lead ads (either Meta Lead form ads or Lead ads to your drop's landing page where they'll enter their information), tease the collection's exclusivity on social media
Marketing, Ads & Influencer Boosts
Ads should launch around Day -10 to promote the waitlist, with boosted influencer posts from Day -4 onward to build momentum and excitement before the drop.
Influencers help build credibility and excitement. Ask them to post sneak peeks and personal stories about the collection starting from Day -4. Focus on their connection to the products, and boost their content as ads for wider reach.
Drop Day
Make it an event! Offer exclusive bonuses to the first buyers, engage live on Instagram, and highlight low stock levels to create FOMO. Retarget waitlist members who haven’t purchased yet with urgency-driven ads.
Post real-time updates on Instagram, showing items selling out, and share customer testimonials as they come in. This builds social proof and heightens the sense of urgency for undecided buyers.
Post-Drop
Post-drop, share customer photos, encourage UGC with a branded hashtag, and post behind-the-scenes content. This continues the story of the collection and builds community engagement until the next drop.
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