An 11.4x ROAS hero-product launch powered by a UGC creator engine
A launch system built on 60+ creator assets, TikTok Spark Ads and a pre-launch waitlist — selling out the first production run in 9 days and setting the template for every drop since.
Layla's founder-led content had built a loyal following, but paid amplification kept flopping — polished studio ads felt off-brand and expensive celebrity posts spiked then vanished. New product drops were unpredictable: one sold out, the next sat in inventory.
- 01
Built a 25-creator UGC bench on a monthly retainer + usage-rights model, briefed from a single creative strategy doc per drop.
- 02
Pre-launch waitlist mechanics (early-access SMS list) so every drop opens to guaranteed demand.
- 03
Spark Ads on the creators' own handles — social proof compounds on their audience and ours simultaneously.
- 04
Post-purchase UGC loop: buyers invited to submit content for store credit, feeding the next campaign's asset pool.
“Every launch used to be a gamble. Now it's a system — we know it works before we press go.”