Collectibles commerce / Connected case study
Turkey’s first pre-order
for a global card release.
An e-commerce importing Pokémon trading cards and sealed collectibles from the United States. I run its digital side as a single system — storefront, catalogue, advertising, search, brand and packaging — deciding how each part works before working inside it. This is how those pieces fit together.
- ₺1.5M
- revenue in the campaign month
- ₺100K
- ad spend that month
- 2,000
- Instagram followers, from zero
- 4
- influencer collaborations
Revenue is the campaign month for the anniversary pre-order, reported by the business. It is a one-month sales figure, not recurring revenue, and it is a company result the whole operation contributed to. The spend beside it is the ad budget for that month, not an attribution claim on the revenue.
01 / Storefront, catalogue & product data
Rebuild the shop, not just the ads
Advertising a store you cannot change is guesswork. So the storefront came first: I restructured the whole site, redid the catalogue and the product data, wrote the product pages, and built out the areas the business actually runs on — orders, suppliers, and the admin behind them. Everything after this point had somewhere solid to land.
02 / Offer design, landing page & campaign
Turkey's first pre-order, the same day as the world
The anniversary set released globally on a single date. Rather than wait for stock and compete on price afterwards, we opened pre-orders in Turkey first, on that same day. The hard part was not the announcement, it was the terms: a pre-order asks people to pay for something they cannot hold yet. So the four rules went on the page before the products did.
The four rules, written before the products
- 01The price locks on the day you reserve
- 0225% today, the rest when the box reaches us
- 03The remainder splits across instalments
- 04If supply fails, the deposit comes back whole
03 / Paid media & creative production
₺100K a month, with the creative made in-house
Meta and Google, structured around the catalogue rather than around a single funnel. The creative is produced in-house on a brand system I wrote and locked, so a new angle takes an afternoon instead of a briefing cycle. The rule that matters most is unglamorous: product colour is never touched, because to a collector the print colour is the product. That rule lives in the system, not in my head.
04 / Brand, social, influencer & packaging
Zero to two thousand, with nothing behind it
The account had no voice when I took it over. I wrote the visual identity, built named content series instead of random posts, and write the copy on every one of them. It grew to 2,000 followers organically, with nothing behind it. Four influencer collaborations ran on the same rules, and so did the physical Mystery Pack envelope: the brand holds whether it is a feed post, a creator's video, or something a customer opens at home.
05 / Search, SEO & GEO
Findable by people, quotable by machines
A catalogue this size lives or dies on search. The product and category pages are structured for it, and written so an AI search result can quote them cleanly, not just rank them. Turkish buyers ask a model what to buy now as often as they open a search box.
How it holds together
Where a person stops and an agent starts.
Product imagery, catalogue work and campaign copy each run through an agent workflow I designed and keep, and every one of them carries the same brand rules so the output cannot drift: real product photography as the source, print colour untouched, one cyan and one amber, copy approved before a single credit is spent. The judgement happens once, in the rules. After that the agents repeat it, everyone around the business works inside the same admin and catalogue I built, and my attention goes to the parts that still need an eye.