PlaybookIntermediate

E-commerce Drop

Estimated reading time: 9 min • Updated Oct 2, 2025

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Overview

Run limited-time drops with teasers, reveal, launch, and UGC.

Who It’s For & Outcomes

  • Sellout velocity
  • UGC volume
  • Repeatable drop calendar

Assets Needed

  • Teaser images, reveal video, product page, UGC overlay

Channels

  • IG, TikTok, Pinterest, YouTube Shorts, Email

Cadence

  • T-7 teaser, T-2 reveal, Launch day, T+1 UGC

Steps

  1. Design a teaser that hints at benefits, not specs.
  2. Reveal close-ups + on-body/use footage.
  3. Launch: Reels/Stories/Feed with single CTA.
  4. Collect UGC; reshare with credit and coupon code.
  5. Recap: top looks/uses; tease next drop.

Measurement

  • Sell-through rate
  • UGC count
  • Repeat buyer %

Common Pitfalls

  • Spec-only messaging
  • No UGC plan
  • Too many CTAs

FAQs

Inventory fear?
Use waitlist and restock alerts; communicate clearly.