School season prep (July–Aug), 4-week peak. Brand — 8 SKUs (boys/girls, junior/middle). Prior season: 2.1M revenue. Goal: 8 cards into Top-20 in 6 weeks before peak.
Tight calendar: weeks 1–2 — content (new model photos, sizing), weeks 3–4 — 45 buyouts per SKU, weeks 5–6 — hype and peak. 140-kw kernel per "uniform + school + gender + size". "Back-to-school" photo reviews from parents.
Season revenue 6.8M (×3.2 YoY). All 8 in Top-20, 3 in Top-10 for "school uniform". CR 2.3% → 4.4%. NPS 64 — top of category.
Weekly timeline
New photos, sizing, 8-card redesign.
360 buyouts. 5 SKUs in Top-30.
Hype, CR ×1.6.
All 8 in Top-20, 3 in Top-10. Revenue ×3.2.
Cards in project
Our season is 4 weeks a year. Can’t miss. Trusty kept the calendar to the day: by Sept 1st, all 8 cards were in Top-20. Doing it again next season.