What they’re doing: Newme has built a rhythm of weekly and seasonal “drops”—new product collections released in small, hype-driven bursts instead of large seasonal launches. They’ve even branded the campaign as ‘FRIDAY FOMO’, creating a weekly ritual where followers expect something new every Friday.

What’s interesting is that they’re not running heavy promotional pushes for every drop—yet the consistency and brand recall are strong enough that people still come back for more each week.

Examples:

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Why it’s working:

• Creates Anticipation – The Friday ritual builds a habit loop; followers know exactly when to check back.
• Scarcity Mindset – Limited new pieces each week make collections feel exclusive and time-sensitive.
• Minimal Promotion, Maximum Recall – By sticking to a predictable format, they’ve trained their audience to return without excessive ad spend.
• Trend Agility – Weekly drops allow them to align products with what’s trending right now, not months in advance.

Key Takeaways for Other Brands:

• Turn product launches into a recurring event so the audience anticipates it.
• Give your drop series a catchy, ownable name (like “FRIDAY FOMO”) to make it a branded property.
• Don’t rely solely on ads—ritual + consistency can drive organic return visits.
• Pair each drop with urgency triggers like “selling fast” or “only for this weekend” to boost conversions.