Calvary Baptist Academy Cavaliers · 2023 · presale campaign
49 orders in 49 seconds.
What viral actually looks like. A literal one-minute burst on November 15, 2023, plus another 39 orders in a single second six hours later.
113
Total orders
151
Blankets shipped
34
Days from launch to close
90
Orders on peak day
What happened
On the morning of November 15, 2023, at 8:14am, the Calvary Baptist Academy booster team shared their campaign link with their community. By 8:15am, just 49 seconds later, they had 49 confirmed orders. Six hours later, at 2:26pm, a second wave hit: 39 orders timestamped in a single second, almost certainly the result of a teacher or staff member sharing the link to a Calvary parent group chat during lunch.
Why it worked
This is what a perfectly-timed link drop looks like. The booster team had the campaign mockup, pricing, and message ready before the link went live. When they shared it, they shared it everywhere (group chats, social channels, the school's internal communication tools) within the same minute. The audience had been primed by pre-launch teasers, so there was no friction between 'see the link' and 'place an order.' Most of the 49 buyers in that first minute were almost certainly already on their phone, waiting.
The whole-campaign numbers
Calvary's campaign ran 34 days total, from November 10 to December 14, 2023. The November 15 launch day generated 90 of the campaign's 113 total orders. That's roughly 80% of the entire campaign in a single day, including the two distinct viral bursts. The remaining 23 orders trickled in over the following four weeks. Total pieces shipped: 151 (about 1.34 blankets per order, indicating multi-blanket household orders).
What other schools should learn from this
Calvary's pattern is the ideal version of a presale campaign, but it requires preparation most schools skip. The booster team didn't launch the campaign and then start promoting. They pre-staged audience attention, then dropped the link into a community that was already waiting. The lesson for any school running a presale: don't share the link the moment it's live. Tease for 24-48 hours first, build pent-up demand, then drop the link into your highest-engagement channel when your community is actually checking their phones (morning, lunch, or evening windows).
What this proves
Takeaways for other schools
- →Pre-launch teasers create pent-up demand that triggers viral bursts at link-drop
- →Best link-drop windows are usually morning (8am), lunch (12-2pm), and post-school-day (3-5pm)
- →A campaign can collect ~80% of its total orders in a single high-engagement day
- →Multi-blanket household orders (1.3+ blankets per order average) are normal for engaged communities
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