All work
Cove Swimwear
Swimwear
·
Seasonal launch
A summer drop that sold out in eleven days.
We planned the launch backwards from the sell-out date: waitlist first, Pinterest early, Meta at full speed for launch week.
5.2x
Launch-week ROAS
11 days
To sell out the first drop
18k
Waitlist sign-ups
Project details
Client
Cove Swimwear
Industry
Swimwear
Services
Seasonal launch
Channels
Pinterest, Meta, email
Timeline
10 weeks
Monthly spend
$40k
The problem
Cove launched a new collection every spring and spent most of the summer discounting what was left.
What we did
Six weeks before launch we ran Pinterest and Meta ads to a waitlist, using early product shots and the date. People who joined got first access.
On launch day the waitlist got the email, and paid spend went to lookalikes of the people who signed up.
Building demand before stock
The waitlist told us which pieces were most wanted, so the budget followed real interest from the first hour.
The result
The first drop sold out in eleven days with a 5.2x return in launch week, and nothing went to the sale rack.
Every launch before this one ended with stock left over. This one ended with a waitlist for the restock.
Sofia Mendes
Founder, Cove Swimwear
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