Product launches
Product launches
Our approach for each product launch is always bespoke – we take the time to understand the audiences we are trying to reach, going beyond simple demographic data to explore cultural truths, current trends, what’s dominating the news agenda and the competitor landscape. These learnings then form the basis of our launch strategy to ensure the campaigns will resonate with audiences, drive earned coverage and generate meaningful content and action. An effective product launch will not only create conversation for the launch but will also build momentum for the long term.
Building excitement
An effective launch moment requires preparation and planning. It’s critical to build excitement ahead of time to ensure that once the product lands, demand is there.
We know how to tease a new product ahead of time in a way that doesn’t cannibalise the launch moment, but instead gets the media, influencers and the consumer excited to engage when the time comes.
Whilst there is no set launch formula as every launch is unique, tactics we will look to use include exclusive preview events and media briefings, providing key contacts with a first look (and trial) of the product under embargo, developing teaser campaigns for social media both on owned channels as well as via influencer partnerships, targeted business and trade media engagement, Digital PR to increase organic search for the brand and product, as well as bigger creative campaign moments too.
Driving demand
At the launch moment, the conversation has already started and earned media coverage is rolling in thanks to the pre-launch strategy. But now isn’t the time to sit back.
Our approach here is to ensure we have multiple strands of activity working together in harmony to drive consumer demand for the new product. Our integrated approach will include continued media engagement to deliver widespread earned coverage. This includes specific SEO-focused activity including Digital PR to keep the brand and product visible online and for D2C brands we also always recommend having a competitive affiliate partnership programme in place to optimise customer acquisition.
We will get the product in the hands of as many journalists, influencers and consumers as possible through sampling. This can take many different, scalable, forms – from simple street sampling and mailouts to bigger consumer-facing pop-ups and events.
Beyond this, our social and digital experts can also advise on organic and paid strategies, and our creative team PHA.Amplify can develop exciting campaigns to drive further impact.
Sustaining momentum
After the initial launch moment, it’s crucial to review the activity delivered and to ensure that there is a plan in place to sustain momentum through both earned and paid tactics.
Consumers are wary of products that had a buzz at launch and then fall off the radar. To win their trust (and purchasing power) brands need to ensure that products remain visible and continue to educate audiences on the reasons why they should engage long past the noise of a launch moment.
