The secrets of drop success: how do brands create buzz?
Drops, these ephemeral product launches that create consumer excitement, have become an essential tool for many brands. But how do they manage to generate so much buzz around these events? Let’s discover together the secrets of their success.
1. Create scarcity
Brands play on the scarcity of products by limiting the quantities available during drops. This strategy creates a sense of urgency among consumers who are pushed to act quickly to acquire the product before it runs out.
2. Communicate in a targeted manner
Before launching a drop, brands communicate in a targeted manner with their target audience. They use social networks, influencers and sometimes even exclusive events to create buzz and generate consumer interest.
3. Play on exclusivity
Drops are often associated with exclusive collaborations with other brands or influential personalities. This strategy helps create a feeling of exclusivity and desirability around the product.
4. Use viral marketing
Brands encourage the sharing and dissemination of information about drops to amplify their visibility. Teasers, videos and mysterious images fuel consumers' curiosity and encourage them to talk about it.
