THE JEWELRY HUNT.
Hey Marketing baddies👋,
As promised I am back with my launch strategy. we will make a launch strategy for a jewelry brand so let’s begin!
Why 99% of launches are invisible?
Think about it. How many times have you seen:
“Our new collection is here! Shop now.”
And then… crickets. I used t do that with my business and wait to sell out. I was delusional I know.
No buzz. No conversation. No Sale.
That’s not a launch. That’s a whisper into the void.
Now imagine this instead you have a jewelry brand You are launching a new collection Hoping to sell out unlike your previous collections and You Do this:
A blurred product photo with a caption that says, “Level 1 unlocked. Can you guess what’s coming?”
A random clue hidden in your Instagram bio.
Followers DM’ing each other like, “Wait… did you find the next key?”
A leaderboard of people competing to unlock the final reveal.
Suddenly, your tiny jewelry brand (or coaching biz, product business, literally anything) feels less like a shop and more like a Netflix mystery series.
And that’s the strategy I want to unpack today.
The Gamified Launch Strategy
Week 1: Mystery Mode
Don’t introduce the product. Introduce the game.
Blur product photos, use cryptic captions, drop riddles. Every post ends with a challenge like:
“Decode this clue. The first 3 who get it right move to the next round.”
Mystery triggers curiosity. People stay because they want answers, not because they care about jewelry yet.
And in the end curiosity kills the cat and they end up staying Rather than ignoring it like all the other jewelry brands trying to find visibility.
Week 2: Challenge Mode
Now turn your audience into players. Now Start the game.
Hide the clues and Hints in the stories and caption. But first when someone follows you send them a personalized welcome message congratulate them on becoming a member of the gaming cult make them feel connected and welcomed. Allot them an emoji.
Make the Launch a big deal!
Hide emojis in Stories and posts, they have to find screenshot it. But the twist is that it will not be in the palin sight.
Winners earn keys (imaginary or real).
Keys = power.
Power = people bragging that they’re “winning the game.”
Play beats passively scrolling. When people participate, your content spreads faster than a boring “new drop” post.
Week 3: Countdown Mode
The clock starts ticking.
You reveal just enough of the collection. Maybe a zoomed-in shot of a gemstone. Maybe a 3-second clip.
Remember How nemrah Ahmed did in her post not telling what she was launching and asking her followers to guess the Launch? her post hit 2+ Millions and still going up.
But how can we hook audience in this strategy?
A leaderboard. A public one.
Players see where they stand and scramble to climb up before launch day.
Deadlines + competition = instant obsession.
Week 4: Unlock Mode
The finale. The reveal. The treasure chest opening.
But not for everyone. Only for those who played.
Top winners get free pieces. with their orders.
Next tier gets secret discounts on their orders
Everyone else? They just watched a jewelry brand feel like a Netflix show.
Your brand doesn’t just “launch.” It hosts an event. People remember events.
The winners? they become Not only your Loyal customers but also Your Unpaid Brand Ambassador.
It’s not about the product. It’s about the experience. Products fade. Experiences stick.
It makes you look bigger than you are. Even if you only have 30 followers, a leaderboard makes it feel like a movement.
It creates stories. People talk about the game, not the necklace. And stories spread faster than ads.
And with that we are Done with this Strategy. The topic is very extensive and cannot be covered in just one email, Should we Arrange a live call to discuss this in detail?
Make sure to drop your thoughts on this issue. I would love to read your feedback.
Signing out with love,
Afifa ☺
Until next time,
Sundays and socials with Afifa.