Overview
Product launch campaign for a boutique skincare line — content calendar, copy, and real-time performance management across Instagram and TikTok.
The client had a 90-day runway to launch three new SKUs with no paid budget — organic only, two platforms, a team of two. The challenge wasn't creativity; it was sequencing. What goes out when, and in what order, to build genuine purchase intent rather than just awareness.
The campaign architecture ran in four phases: tease (days 1–21), education (days 22–45), social proof (days 46–70), and open cart (days 71–90). Each phase had its own content types, posting frequency, and engagement strategy.
Results: 18K new followers across platforms in 90 days. Launch week sold through the initial inventory run in 31 hours. The post-launch debrief framework we built became the client's standard operating procedure for every product drop since.