DTC brand: seasonal launch rhythm on social

Plan shoots, creators, and paid bursts around margin and stock reality, not just calendar hype.

25 February 2020

Sector: E-commerce / DTC

Focus: Social Media

Situation

Peak weeks crushed a small team: creative ran late, and ads sometimes went live before the landing experience was ready. Margin and stock reality did not always match the calendar hype.

What we focused on

  • Pre-mortem: What breaks at peak, stock, site, CX, and who owns the fix before launch week.
  • Asset pipeline: Formats per channel with reuse rules so design wasn’t one-off every time.
  • Measurement: Incrementality framed honestly, social’s role alongside search and email.

Outcome

Smoother launches with fewer fire drills and creative that matched what operations could fulfil.

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