ALTA

New Drop Launch Playbook

Email + SMS + Meta Ads + Lead Gen + Landing Page

001 / Overview

The Recommendation

Drop date: Thursday, June 5th. May 29th is too tight. You need 2 full weeks of lead gen, hype, and nurturing before the drop to maximize day-one revenue. Starting lead gen on May 19th gives you exactly 17 days of runway. June 5th avoids Memorial Day weekend when attention and ad performance dip.

The Full Machine
4
Ad Campaigns
Lead gen to conversion
11
Emails
Teaser to post-launch
5
SMS Texts
VIP access to last chance
1
Landing Page
Early access signup
12+
Content Pieces
Organic, UGC, founder
$2,500
Total Ad Budget
17-day campaign
Three Phases
Phase 1: Lead Gen + TeaserMay 19 - May 29

Build the waitlist. Run lead gen ads to an early access landing page. Tease on social. Goal: 500-1,000 new signups.

Phase 2: Hype + RevealMay 30 - June 4

Reveal the product. Ramp content. Founder story ads. Countdown emails and texts. Goal: maximum anticipation.

Phase 3: Launch + Post-LaunchJune 5 - June 12

Drop day. Launch emails, texts, conversion ads at full spend. Post-launch social proof and retargeting. Goal: maximize revenue in first 72 hours.

002 / Timeline

Day-by-Day Calendar

Every email, text, ad, and social post mapped to a specific day.

Phase 1: Lead Gen + Teaser | May 19 - 29
May 19
Monday
Lead Gen
📧Send teaser email to Champions + Active 90-Day. Update date to June 5th.
📱Instagram teaser: dark/moody silhouette, 'something is coming'
🎯Launch Lead Gen ad (Ad Set 1: Lookalike audience)
May 20
Tuesday
Lead Gen
🎯Launch Lead Gen ad (Ad Set 2: Interest-based)
📱IG Story: founder holding product (blurred), 'not yet'
May 22
Thursday
Lead Gen
📧Email 2: 'early access is open' with landing page link
📱IG post: close-up texture shot, 'made for tall girls'
💬SMS 1: 'hey tall girl. something is dropping june 5th. want early access?'
May 26
Monday
Lead Gen
📧Email 3: 'the waitlist is growing' social proof
📱IG Reel: behind the scenes, no full reveal
🎯Check ad performance. Kill underperformers. Scale winners.
Phase 2: Hype + Reveal | May 30 - June 4
May 30
Friday
Hype
📧Email 4: THE REVEAL. Hero images, product details, June 5th date.
📱IG carousel: full product reveal, real heights on models
🎯Swap to Awareness/Traffic ads with revealed product
Jun 2
Monday
Hype
📧Email 5: 'why I made this' founder story email
💬SMS 2: 'you saw it. june 5th. VIPs get 1 hour early access.'
🎯Launch Retargeting ads to page visitors + email openers
Jun 4
Wednesday
Hype
📧Email 6: 'tomorrow' countdown. Short, punchy, one CTA.
💬SMS 3: 'tomorrow, 10am est. be ready.'
📱IG Story countdown sticker, 'set your alarm'
Phase 3: Launch + Post-Launch | June 5 - 12
Jun 5
Thursday
Launch
📧9am EST: Email 7 VIP early access (1 hour before everyone)
📧10am EST: Email 8 to full engaged list: 'it is here'
💬10am EST: SMS 4: 'it just dropped. alta.clothing'
🎯Launch Conversion ads at full budget
📱IG: launch post, Stories, Reel of founder packing orders
Jun 6
Friday
Post-Launch
📧Email 9: 'the response has been insane' social proof
🎯Retarget launch day visitors who did not purchase
Jun 8
Sunday
Post-Launch
📧Email 10: 'sizes are moving fast' scarcity
💬SMS 5: 'sizes are going fast on the new drop'
Jun 10
Tuesday
Post-Launch
📧Email 11: 'last call' final push
🎯Final retargeting push. Last chance messaging.
003 / Content

Shoot List

Everything below should be shot before May 19th. Batch it all in 1-2 shoot days.

Product Photography (5 pieces)
  • Hero product shots on clean background. Multiple angles.
  • Lifestyle shots: tall model, real-life settings. Full body, emphasize fit.
  • Detail shots: fabric texture, stitching, labels, close-ups.
  • Side-by-side comparison: ALTA fit vs 'regular' fit. Most powerful ad creative.
  • Flat lays with complementary pieces for cross-sell.
Founder Content (4 pieces)
  • Founder try-on video, 30-60 seconds, vertical for Reels/Stories/ads.
  • Founder talking head: design decisions, fit details. 15-30 seconds.
  • Behind the scenes: product being made. Raw, real, not overly produced.
  • Founder holding product (blurred or hidden) for teaser content.
UGC / Community (3 pieces)
  • 2-3 tall women trying on the product on camera. Genuine reactions.
  • Screenshot-style testimonial graphics for social proof.
  • Customer fit photos from previous drops for teaser content.
Graphic Assets (5 pieces)
  • Landing page header image (product + 'early access' text)
  • Countdown graphic for Stories and email
  • 'Coming June 5' teaser graphic (dark/moody, minimal)
  • Launch day announcement graphic
  • Instagram carousel template (product reveal, multiple slides)
004 / Ads Strategy

Meta Ads (Facebook + Instagram)

Four campaigns across three phases. Total budget: $2,500 over 17 days.

Campaign 1: Lead Gen (May 19-29)$600
Objective
Leads (early access signups)
Audience
Lookalike 1-3%, Interest targeting, Lookalike of engaged email
Ad Copy
hey tall girl. something is coming june 5th and you do not want to miss it. every piece is designed from scratch for tall women. not adjusted. not extended. built for your height. sign up for early access and be first in line.
Campaign 2: Awareness / Traffic (May 30 - Jun 4)$700
Objective
Traffic (product page or landing page)
Audience
Retarget: page visitors, email openers, IG engagers. Prospecting: Lookalikes + interests.
Ad Copy
this is what happens when a tall girl designs clothes for tall girls. no more highwaters. no more awkward hemlines. no more settling. the new drop lands june 5th. see what we have been building.
Campaign 3: Conversion (Jun 5-8)$800
Objective
Sales (Purchase + Catalog)
Audience
Hot: waitlist, site visitors, email clickers, cart abandoners. Warm: IG/FB engagers. Broad: Lookalike 1%.
Ad Copy
it just dropped. designed from scratch for tall women. the fit, the length, the proportions. all of it, built for you. shop the new collection before sizes sell out.
Campaign 4: Retargeting (Jun 6-12)$400
Objective
Sales (retarget non-buyers)
Audience
Viewed product but did not buy. Added to cart but did not buy. Visited from launch email/ad.
Ad Copy
you were looking at something. just so you know, it was designed specifically for your height. the fit is different because we built it that way. sizes are moving. free returns if it is not right.
005 / Email Sequence

11 Launch Emails

All emails from ALTA / [email protected]. All times EST.

Phase 1: Lead Gen + Teaser
1Teaser: Something is Coming
May 19 | 10am
Subject: something is coming june 5th
Audience: Champions + Active 90-Day
Already built. Update date. Mystery, no reveal. Drives to landing page.
2Early Access is Open
May 22 | 10am
Subject: hey tall girl, want to be first?
Audience: Champions + Active 90-Day
Pushes existing subscribers to join waitlist.
3Waitlist Social Proof
May 26 | 10am
Subject: the waitlist is growing
Audience: Champions + Active 90-Day (exclude waitlist)
FOMO without being pushy. Drives stragglers to page.
Phase 2: Hype + Reveal
4THE REVEAL
May 30 | 10am
Subject: tall girls, this is it
Audience: Champions + Active 90-Day + Waitlist
First time they see the product. Hero images. June 5th prominent.
5Founder Story
Jun 2 | 10am
Subject: why I made this
Audience: Champions + Active 90-Day + Waitlist
Personal. Connects product to mission. Text-forward.
6Countdown: Tomorrow
Jun 4 | 6pm
Subject: tomorrow, 10am
Audience: Champions + Active 90-Day + Waitlist
Short. Punchy. One CTA. Evening send.
Phase 3: Launch + Post-Launch
7VIP Early Access
Jun 5 | 9am
Subject: VIP access. 1 hour before everyone.
Audience: VIP Customers ONLY
VIPs get 1 hour head start.
8IT IS HERE
Jun 5 | 10am
Subject: it just dropped, tall girl
Audience: Full engaged list + Waitlist
The main launch email. Hero images. Strong CTA.
9Social Proof
Jun 6 | 10am
Subject: the response has been unreal
Audience: Full engaged (exclude purchasers)
Early reviews, screenshots, founder reaction.
10Sizes Moving
Jun 8 | 10am
Subject: sizes are going fast
Audience: Full engaged (exclude purchasers)
Real scarcity. No fake urgency.
11Last Call
Jun 10 | 10am
Subject: last chance on the new drop
Audience: Full engaged (exclude purchasers)
Final push. Then back to regular cadence.
006 / SMS

SMS Sequence (5 Texts)

Highest-intent, fastest-response channel. Use sparingly. Only for the biggest moments.

1Early Access Invite
May 22 | 12pm

hey tall girl. something big is dropping june 5th. want early access before everyone else? sign up here: [LINK] reply STOP to opt out

Drives SMS subs to waitlist landing page.
2VIP Heads Up
Jun 2 | 12pm

tall girl, did you see it? the new drop just got revealed. june 5th is coming fast. VIPs get 1 hour early access. [LINK] reply STOP to opt out

After the reveal email. Reinforces across channels.
3Tomorrow Countdown
Jun 4 | 7pm

tomorrow. 10am est. the new ALTA drop goes live. be ready: [LINK] reply STOP to opt out

Night before launch. Short and direct.
4Launch
Jun 5 | 10am

it just dropped. shop the new collection now before sizes sell out. [LINK] reply STOP to opt out

Simultaneous with launch email.
5Sizes Moving
Jun 8 | 12pm

just a heads up, sizes are going fast on the new drop. if you have been thinking about it, now is the time. [LINK] reply STOP to opt out

Only send if sizes are genuinely moving.
007 / Lead Gen

Building the Waitlist

Every waitlist signup converts at 3-5x the rate of cold traffic. Goal: 500-1,000 signups before June 5th.

3 Ad Copy Angles to Test
Angle 1: The Problem
if you are over 5'9 and tired of pants that stop above your ankles, this is for you. something is dropping june 5th that was designed from scratch for tall women. not adjusted. not extended. built for your height. sign up for early access.
Angle 2: The Founder
I am 5'11 and I started a clothing brand because nothing fit me. our new drop lands june 5th and it was made for girls who know exactly what I am talking about. get early access before it sells out.
Angle 3: The Curiosity
tall girls. something is coming and you are not ready for it. june 5th. early access is open now. sign up and be first.
008 / Budget

Total Launch Budget: $2,500

Conservative, effective, scalable. If lead gen is under $3/lead, increase. Over $5/lead, tighten targeting first.

CampaignPhaseDurationDailyTotalGoal
Lead Gen111 days$55/day$600500+ signups
Awareness26 days$115/day$700Traffic to product
Conversion34 days$200/day$800Launch day revenue
Retargeting37 days$57/day$400Convert non-buyers
TOTAL$2,500
Expected Returns
500-1K
Waitlist Signups
$1.20-$2.50/lead
$2-5K
Email Revenue
12K engaged list
$1.5-4K
Ad Revenue
2-4x ROAS
$4-10K
Total Launch Week
All channels
50-150
New Customers
Waitlist + ads + email
+500-1K
List Growth
Net new engaged
Scaling Rules
  • If lead gen under $2/signup, increase daily budget by 50%.
  • If over $4/signup, pause underperformers and test new creative.
  • Launch day ROAS above 3x by noon, increase conversion budget 50-100%.
  • ROAS below 1.5x, do not increase. Let emails carry it.
  • Never increase budget more than 50% in a single day.
  • Post-launch retargeting runs until ROAS drops below 2x.
$1,000 Version

Cut lead gen to $300. Cut awareness to $200. Keep conversion at $400. Keep retargeting at $100. Email and SMS stay the same since they are free to send.

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