Latest / The CMO Podcast with Fexingo: Marketing Leadership, Budgets, and Executive Strategy / How CMOs Use Unadvertised Drops to Drive Scarcity
Transcript
- Lucas: So Luna, have you ever lined up for a product that you never saw a single ad for? Luna: Actually, yes. I queued outside a sneaker store for a pair of Jordans back in college. There was no billboard, no Instagram post from the brand, just a whisper from a friend. Lucas: Exactly. That's the power of the unadvertised drop. We're seeing more and more CMOs play with this strategy, especially as ad fatigue sets in and people tune out traditional campaigns. Today we're digging into why some brands are choosing silence over spectacle. Luna: And it's not just sneakers, right? I mean, McDonald's has done limited-time items that they barely advertise, and they sell out fast. Lucas: Right. McDonald's is a great example. They've tested items like the McRib, which has become almost a cult classic, and they've often relied on word of mouth and social chatter rather than massive ad spends. The scarcity of it, the 'when it's gone, it's gone' mentality, creates a frenzy. Luna: So what's the psychology behind that? Why does not advertising actually work? Lucas: It taps into the scarcity principle. When something is rare or hard to get, we value it more. The fear of missing out, what marketers call FOMO, kicks in. And when there's no official communication, it feels more like an insider secret. You're not being sold to; you're being let in on something. Luna: That's interesting because it flips the traditional marketing funnel on its head. Instead of pulling people in with ads, you're relying on organic discovery. Lucas: And that organic discovery often creates more authentic buzz. Think about it: when a friend tells you about a product, you trust that far more than a sponsored post. The unadvertised drop turns your customer base into your marketing team. They're the ones spreading the word, and they do it with enthusiasm. Luna: But it's risky, right? What if no one talks about it? You're leaving your launch to chance. Lucas: Absolutely, it's a calculated gamble. CMOs who do this successfully usually have a strong brand community already. They're not starting from zero. Nike, for example, has such a dedicated fan base that they can drop a limited shoe with zero promotional push and it sells out in minutes. The demand is already there. Luna: So it's not a strategy for new brands trying to build awareness. It's more for established players who want to deepen loyalty. Lucas: That's the key distinction. For a new brand, silence might just be silence. For a brand with a strong following, silence creates anticipation. And it can also be a way to reward your most loyal customers. They feel like they're in the inner circle. Luna: I remember when McDonald's brought back the McRib one year, and they only advertised it on Twitter, and it was almost cryptic. People were like, 'Is it coming back?' Lucas: Yeah, they've mastered that teasing. And there's a real art to the cryptic message. You drop a single emoji or a vague date, and the internet does the rest. It's user-generated content at its finest. Luna: So how does a CMO measure the success of an unadvertised drop? You can't just look at impressions or reach. Lucas: You have to look at different metrics. Sell-through rate is a big one. If you drop a limited quantity and it sells out quickly, that's a clear signal. Then you look at social mentions, hashtag usage, and engagement. Even the resale market can be a metric. If people are reselling at a markup, you know you've created real demand. Luna: And there's the brand lift, too. I'm thinking about how this feeds into long-term loyalty. People who score a limited drop feel a sense of identity with the brand. Lucas: That's the deeper play. It's about building a tribe. When you buy something that's hard to get, you become part of an exclusive club. That's why streetwear brands like Supreme have built an empire on this model. They release a few items each week, barely advertise, and yet there are lines around the block. Luna: And that sense of exclusivity drives repeat engagement. People keep coming back to see what's next, even if they don't buy every drop. Lucas: Exactly. It's a loyalty loop. But it's not without its pitfalls. You have to be careful not to overuse it. If you do too many drops, the scarcity wears off. If you do too few, you risk losing momentum. CMOs have to find that sweet spot. Luna: And there's the risk of alienating customers who can't get the product. If it's too exclusive, you might frustrate people. Lucas: True. Some brands are now experimenting with a 'drop and re-stock' model, where they release a limited number, and then offer a pre-order for the next batch. That way, you create the initial buzz, but you also capture the demand from people who missed out. It's a hybrid approach. Luna: That sounds smart. You get the urgency of a limited drop, but you also keep your customers happy. Lucas: And for CMOs, it's a way to balance the short-term rush with long-term customer relationships. The unadvertised drop isn't just about selling a product; it's about telling a story and making people feel like insiders. Luna: It's funny, we're so used to talking about all the tools and channels CMOs have at their disposal, but sometimes the most powerful move is to use none of them. Lucas: That's a great point. And you know, this conversation reminds me of why we do this show the way we do. We deliberately don't run ads on these episodes. We want the conversation to be the value, not a vehicle for something else. If you appreciate that, and if these marketing ideas have sparked something you've actually used in your own work, there's a simple way to support that choice. The link is buy me a coffee dot com slash fexingo. It's a small gesture that keeps this ad-free space going. Luna: Yeah, and it genuinely helps us keep doing what we're doing. No pressure, but if you find value here, that's where you can show it. Lucas: So, back to the drops. I think the takeaway for marketers is that silence can be a strategic tool. It's not about doing nothing; it's about doing the right nothing. Build a community first, then let them do the talking. Luna: And when you do that, the payoff can be huge. A product that sells itself, essentially. Lucas: But it's also a reminder that authenticity matters. People can smell a forced hype from a mile away. The unadvertised drop only works if it feels genuine. Luna: That's the real challenge for CMOs, isn't it? Creating that genuine scarcity without it feeling like a marketing stunt. Lucas: Yeah, and it's a fine line. But when it's done right, it's one of the most powerful moves in the playbook. Think about the last time you heard a friend say, 'You've got to get your hands on this,' versus seeing a banner ad. Which one got your attention? Luna: The friend, every time. That's the word of mouth engine in action. Lucas: So as we head into the rest of 2026, we're going to see more brands experimenting with this. But the ones who will win are those who have already invested in their community. It's not a shortcut; it's a long game. Luna: And for CMOs listening, maybe the takeaway is to ask yourself: 'What would happen if we didn't advertise this launch? Would anyone still know?' Lucas: That's a great question to sit with. If the answer is no, then you know you've got work to do before you can go silent. Luna: Now I'm curious, Lucas, have you ever bought something because of a cryptic tweet? No ads, just a hint? Lucas: Oh, I've been tempted. There was this limited edition coffee blend that a roaster I follow teased with a single photo of a bean. No details, just 'coming soon.' I checked their site every day for a week. Luna: And did you get it? Lucas: I did. And honestly, it was the anticipation that made it taste better. That's the magic of the unadvertised drop. It turns a transaction into an experience. Luna: And that's exactly what great marketing should do. Thanks for joining us on this one, and we'll see you next time.