PART 1 — PRE-LAUNCH Week 1 — Build anticipation: Content ideas: 1. "Something green is coming... and it's going to change your morning forever" — close-up photo of green powder, no product visible yet 2. "We've been working on something for 6 months. Here's a hint." — behind-the-scenes video of packaging design process 3. "What if your morning ritual could be 10x more powerful?" — educational reel about matcha benefits with no product mention Email to existing subscribers: Subject: Something big is coming to NatureBox Preview: We've been keeping a secret. Here's your first hint. Body: Personal note from the founder teasing the new product, asking subscribers to guess what it is — builds engagement and open rates for launch email Waitlist tactic: Add a "Join the Waitlist — Get 20% off at launch" landing page to the NatureBox homepage — drive all social traffic there for 7 days before revealing the product Week 2 — Build urgency: Content ideas: 1. Full product reveal post — "Introducing NatureBox Ceremonial Matcha — the cleanest grade you can find" with product flat lay 2. "Why ceremonial grade matcha is worth it" — educational carousel comparing grades with NatureBox positioned at the top 3. Countdown reel — "3 days until launch — waitlist members get 20% off for 24 hours only" Email announcing launch date: Subject: NatureBox Matcha drops in 3 days Preview: Waitlist members get exclusive early access + 20% off. Body: Full product reveal with photos, key benefits, launch date and waitlist discount reminder Early-bird offer: Waitlist subscribers get 20% off for the first 24 hours only — code MATCHA20 automatically applied at checkout PART 2 — LAUNCH DAY Morning email: Subject: It's here — NatureBox Ceremonial Matcha is live Preview: Your 20% waitlist discount expires in 24 hours. Body: Today is the day. NatureBox Ceremonial Matcha is officially available — and if you're on the waitlist, your exclusive 20% discount is waiting for you at checkout. This isn't your average matcha. We sourced directly from a single family-owned farm in Uji, Japan — the same region that has been producing the world's finest matcha for over 800 years. One cup. One ritual. One decision that changes your mornings. Your discount code MATCHA20 expires at midnight tonight. After that, full price is back and the waitlist offer is gone. CTA button: Claim My 20% Off Now Social media captions: 1. Instagram/Facebook: "Your morning ritual just got an upgrade. NatureBox Ceremonial Matcha is live — link in bio. Waitlist discount expires tonight. #matchamorning #naturebox" 2. TikTok: "POV: you finally found a matcha that actually tastes like Japan. NatureBox Ceremonial Matcha is here — link in bio before the discount disappears" 3. Instagram Story sequence: Frame 1: "IT'S LAUNCH DAY" — bold text on brand background Frame 2: Product photo with "NatureBox Ceremonial Matcha — sourced from Uji, Japan" Frame 3: "What you get:" — 3 bullet benefits Frame 4: "Waitlist discount: 20% off — today only" Frame 5: Swipe up / link sticker — "Shop now" Facebook ad: Hook: Your morning coffee is slowly destroying your focus. Copy: Matcha gives you 4-6 hours of clean, sustained energy without the crash. NatureBox Ceremonial Grade is sourced directly from Uji, Japan — the gold standard of matcha worldwide. Today only, waitlist members get 20% off. After midnight, full price is back. CTA: Shop NatureBox Matcha Daily budget: $8/day — target women 25-40 interested in wellness, yoga, clean eating PART 3 — POST-LAUNCH Day 2: Non-opener email Subject: Did you miss this? (Your discount expires soon) Preview: NatureBox Matcha launched yesterday — 20% off ends tonight. Day 3: Social proof post "The first NatureBox Matcha orders have arrived. Here's what our customers are saying..." — repost first customer photos and reactions on Instagram Stories Day 5: Urgency email Subject: Last 48 hours — NatureBox Matcha launch price Preview: After Sunday, the launch discount disappears for good. Day 7: Recap and thank you email Subject: Thank you — here's what happened this week Preview: 200 cups of NatureBox Matcha found a new home this week. Body: Personal thank you from founder, launch results shared (number of orders), teaser of what's coming next PART 4 — FULL TIMELINE Day -14: Create waitlist landing page, start teaser content Day -13: Post teaser 1 on all social channels Day -12: Send warm-up email to existing subscribers Day -11: Post teaser 2 — behind-the-scenes content Day -10: Drive all bio traffic to waitlist page Day -9: Post teaser 3 — benefit-focused content Day -8: Follow up with subscribers who clicked but didn't join waitlist Day -7: Full product reveal post on all channels Day -6: Post educational carousel — why ceremonial grade Day -5: Send launch date announcement email Day -4: Post customer testimonial from beta tester Day -3: Countdown content — 3 days to launch Day -2: Countdown content — 2 days + remind waitlist of discount Day -1: Countdown content — tomorrow is the day Day 0: Send launch email at 8am, post all social content, activate Facebook ad Day +1: Resend to non-openers with new subject line Day +2: Monitor ad performance, pause underperforming ad sets Day +3: Post first customer reactions and photos Day +5: Send urgency email — discount expires in 48 hours Day +7: Send recap and thank you email, analyze all metrics PART 5 — SUCCESS METRICS 1. Waitlist signups: target 150 subscribers before launch day 2. Launch email open rate: target 35% (industry average is 21%) 3. Conversion rate on launch day: target 4% of email list 4. Revenue in first 7 days: target $800 (based on $200 budget) 5. Return on ad spend (ROAS): target 3x minimum ($200 budget = $600 revenue from ads)