Orbit Toys: A 40k waitlist with zero paid launch spend

The challenge

Orbit Toys was launching a modular build-kit into a market owned by giants with 100x the ad budget. A conventional launch — some ads, a product page, a discount code — would have been a rounding error in the category.

What we did

• Applied the Purple Cow principle: redesigned the unboxing into a 15-second 'reveal moment' engineered specifically to be filmed and shared
• Built Hook Model loops into the waitlist: refer a friend, unlock a mystery piece — variable rewards drove compulsive sharing
• Seeded 50 kits to micro-creators' kids with zero scripting — the genuine chaos outperformed every polished ad concept
• Launched with scarcity windows (72-hour drops) instead of an always-on store, turning each restock into an event