How Kova sold out a sneaker drop in 40 minutes
A D2C brand turned story replies into a waitlist and made ₹4.2 lakh on launch day.
Maya Sharma
Creator success, DmLoo · 2 Oct 2026
Kova Sneakers had a loyal following but struggled to convert hype into sales on drop day. Hundreds of “when?” story replies went unanswered.
The setup
They created a Story waitlist automation: anyone who replied to a teaser story received an early-access link and joined the list.
The result
2,300 people joined in 5 days. On launch, early-access members got a 30-minute head start — and the drop sold out in 40 minutes.
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