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helping a shark tank success story build momentum for a major product launch.

Numilk is an up-and-coming consumer products brand which is backed by Shark Tank’s Mark Cuban. It offers in-home and commercial machines to make plant-based milk in a variety of enjoyable flavors.

In 2023, Numilk partnered with Tiny Bully to promote a waitlist/product-launch campaign for its Home Machine milk-maker — an all-new product for the brand that had a planned launch for January 2024.

To support the Home Machine’s product launch, Numilk began planting the seeds a few months before launch with a series of organic social media posts — as “teasers” —to generate excitement among its follower base of more than 22,000 people.

Several teasers and posts, like this Instagram update, were implemented over the period leading up to launch.

Tiny Bully helped the brand give its website a fresh update — filled with new photography, creative, and content — that promoted the Home Machine as a simple, economical, and sustainable solution for consumers to enjoy delicious and nutritious ready-to-drink milks and lattes.

For the product-launch waitlist itself, a simple and highly intuitive waitlist sign-up form was employed on the site (as seen below) to encourage users to sign up. Full names and emails were captured as part of the sign-up process.

As the Home Machine product launch grew closer, targeted email campaigns including the examples below — sent to waitlist recipients leading up to the product pre-sale and ultimate launch — kept Numilk’s waitlist members engaged with sneak peeks, behind-the-scenes content, and exclusive offers for flavor pouch subscriptions in an effort to build (and reward) loyalty.

The audience was strategically segmented to maximize engagement and deliverability.


By leveraging online waitlist marketing, Numilk not only generated immediate sales but also built a loyal customer base eagerly awaiting future releases, including new flavors (pouches) for the Home Machine.

  • Sales Attributed to All Waitlist Marketing and Pre-Sale Efforts: 71% of Total Sales for Q4 2023 and Q1 2024
  • Waitlist and Pre-Sale Email Marketing Revenue: 37% of Total Sales for Q4 2023 and Q1 2024
  • Waitlist-Exclusive Promo Code Revenue: 39% of Total Sales in December 2023 and January 2024 (i.e., Pre-sale and Product Launch Months)


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