Fire Pink Shop is a New York e-commerce brand selling pool float tubes, including their signature hand heart designs. Ahead of summer 2025, the brief was bigger than “manage our socials.” They wanted the season to sell out, and the existing approach was not going to get them there.
So I redesigned the campaign from the ground up and ran it end to end: the social media marketing campaign, the performance marketing campaign, and all the creatives and social posts behind both. Three months, May through July, one full-funnel system.
The challenge
Seasonal products are unforgiving. A pool float brand in New York has roughly one selling season, and every week of it counts. By the time summer peaks, the brands that win are the ones that started building demand in May, not the ones still introducing themselves in July.
The second problem was structural. Organic social alone was never going to move enough product in a three-month window, and paid ads alone would have been expensive noise without the brand warmth to back them up. The campaign needed both sides working as one system: content that made people want the product, and performance marketing that put it in front of them at the right moment.
The approach
I built the campaign as a classic full funnel, sequenced across the season.
Brand awareness came first: bold, fun, unmistakably summer creative introducing the tubes to cold audiences. Reels, lifestyle content, and thumb-stopping visuals designed to make the product famous before asking anyone to buy it.
Consideration followed: product-focused content answering the questions a buyer actually has. Quality, designs, how the floats look in real life, why these tubes and not the generic ones. Social posts and stories carried this layer, keeping the brand in front of the audiences the awareness phase had warmed up.
Conversion closed it: performance marketing campaigns aimed squarely at purchase, with urgency-led creative tied to the season. Summer does not wait, and the ads said so.
Every creative and every social post was produced as part of the engagement, so the organic and paid sides spoke the same visual language. One brand, one story, two engines.
What the engagement covered
- Campaign redesign for the summer 2025 selling season (May to July)
- Social media marketing campaign, organic content across the funnel
- Performance marketing campaign, paid conversion-focused advertising
- Creative production, ad creatives designed for each funnel stage
- Social media posts, written and designed for the full season
The takeaway
Seasonal e-commerce does not reward the loudest brand. It rewards the best-sequenced one. Awareness in May, consideration in June, conversion pressure when the buying intent peaks. And critically, organic and paid cannot be two separate vendors doing two separate things. When the same team builds the story and buys the media, every dollar of ad spend lands on ground the content already prepared.
Sales started coming in within the first few weeks of the campaign, which is exactly what a sequenced funnel is supposed to do: the awareness work compounds, and the conversion layer harvests it.
Frequently asked questions
Do you run paid ads, or only organic social media?
Both, and this campaign is why I insist on it. For Fire Pink Shop I ran the social media marketing and the performance marketing together. If your product needs to sell in a window, tell me about the season.
Can you work to a hard seasonal deadline?
Yes. This entire engagement was built around a three-month summer window, May to July. Seasonal campaigns get planned backwards from the deadline, with the funnel stages sequenced to match buying behavior.
How fast did results come in?
Sales started landing in the second to third week of the campaign. Every brand and market is different, and I will not promise you a timeline without understanding your product, but a properly sequenced funnel is built to convert early, not eventually.
Do you create the creatives yourself?
Yes. Every ad creative and social post for this campaign was produced as part of the engagement. See more client work in the case study archive, or check current packages on the pricing page.
Selling a seasonal product with a short window? Let’s talk.