Creating a new product as a business is exciting, especially the anticipation before releasing it to your audience. While you’ve likely poured time, energy, and probably a few sleepless nights into bringing it to life, the question now is how to create a product launch campaign worthy of your brilliant new product.
Launching with impact is the next big step – and trust us, it can make or break all the hard work you’ve put in. A great product launch campaign does more than announce what you’re selling; it builds hype and earns trust before making the first sale.
Before you launch your new product with only a few social media posts and a minor website feature, read this blog for ideas on creating a product launch campaign that sticks.
Why a Product Launch Campaign Matters
According to Nielsen, a whopping 80% of new products fail within the first year. While that might sound alarming, it highlights just how important a strong product and a smart, well-timed launch are. Even the best campaign can’t save a sub-par idea – but when both align? That’s where the magic happens.
A solid product launch campaign should give you:
- A clear message
- Strong brand visibility
- Excitement and anticipation
- A warm welcome to the market
A thoughtful, well-planned campaign is essential, as consumer trust plays a significant role in buying decisions (67% of Aussies say they’ll only buy from trusted brands).
The Stages of a Product Launch
Think of a product launch as hosting a party. You wouldn’t send everyone an invite the night before and hope for the best (well, I mean, you could, but it probably wouldn’t go well!).
Like planning a party, a product launch campaign has phases, each with an important job to do.
1. Pre-Launch: Building the Buzz
Before you go live, you should hype people up and get them excited to purchase. This is your chance to tease the product, request feedback, and build anticipation.
Recommendations for this stage include:
- Social media teasers – Think behind-the-scenes snaps, countdowns, or sneak peeks.
- Email marketing – Start building a waitlist or early access group. This could involve reaching out via social media, installing a website popup, or creating an opt-in list for existing email subscribers.
- Influencer outreach – Consider your budget and, if it permits, engage creators and get them talking before the launch.
- Market testing or beta trials – Letting a few people test your product (this could be the influencers from the above step) can create an authentic buzz and offer valuable feedback.
With 81% of Australians using social media regularly, teasing your product on relevant channels can go a long way. However, before you jump onto every channel, consider (or review) which ones best fit your audience.
Unsure of what your audience needs? Try our free customer avatar worksheet.
2. Launch: Making It Count
You’ve built the hype; your audience is keen to get their hands on your product – it’s the moment you’ve been waiting for. Release day! For your product launch, you want maximum visibility, clear communication, and reasons for people to buy right now.
Here’s what you’ll want to have lined up:
- A launch day plan – Know what’s going out, where, and when. For example, we recommend holding off for an hour after launching your product to schedule an eDM. This allows time to ensure all links are working correctly and there are no errors once the product is live on your website.
- A strong campaign message – What’s the hook? Why should people care? Compelling copy (apart from a great product) is one of the main reasons people buy.
- Paid spend – Decide whether to launch Meta ads, Google ads, or even TikTok or YouTube campaigns for launch visibility. A/B testing within your ad sets can be invaluable for reporting.
- Influencer and PR activity – If you have established partnerships or agreements with influencers, ask them to spread the word about the product being live and ready for purchase.
- A user-friendly website or landing page – There’s nothing worse than trying to make a purchase but struggling through a terrible user experience. A user-friendly website or landing page makes buying now, signing up, or learning more easier.
Aussies are savvy shoppers. They want to see real value before they buy. Highlight the ‘why’ behind your product – how it solves a problem, supports a local cause, or makes life easier – for your best chance at conversion.
3. Post-launch: Keeping the Momentum Going
The new product has dropped, everyone has come to the party, and you’re riding the high of a successful product launch campaign – but what’s next? Once the excitement dies down, the work isn’t over. In fact, this is when brand loyalty starts to kick in.
Post-launch, focus on:
- Collecting testimonials and reviews.
- Continuing to share user-generated content.
- Engaging your community by asking for feedback, running polls, and sharing FAQS.
- Running retargeting ads to reach people who visited your site but didn’t convert.
- Tracking results to discover what worked, what didn’t and what surprised you.
Retention is just as necessary as reach. You’ve missed an opportunity if someone buys once but never comes back.
Oraco’s Product Launch Tips
Here are a few tips we’ve learned from planning and executing campaigns:
Start Earlier Than You Think
Trust us – you’ve got less time than you think! We recommend a 6–8 week lead-up before launch. This gives you time to hype up your audience, perfect your messaging, and iron out any last-minute changes.
Know Your Audience Inside Out
Different demographics respond to different channels. Want to reach Gen Z? Try TikTok and Reels. Going after professionals? LinkedIn and email may be more effective. In 2024, Aussies aged 18–34 were twice as likely to buy products they saw on social media than those over 50.
Storytelling Over Salesy Content
People connect with people, so use your campaign to tell stories about the product’s journey, the problem it solves, or the people behind it. Storytelling improves brand recall by up to 22 times compared to facts alone.
Strategise Your Launch
Products are often more memorable and can generate considerable hype when launched alongside something already happening. It’s why we see so many ‘Christmas editions’ of products or new collections coinciding with a significant movie event (remember all the pink products launched alongside the Barbie movie?).
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When you’re thinking of bringing a new product to market, consider a few things. Is there a national day that aligns with your product? A seasonal trend? A broader cultural moment? Tapping into a wider conversation can multiply your reach.
Still Feeling Lost?
A product launch isn’t just about the product – it’s about the experience. It’s your chance to show the world what you’re about, build trust, and create lasting relationships.
Whether you’re launching a physical product, digital service, or something in between, the team at Oraco is here to help you bring it to life with purpose, strategy, and a whole lot of creativity.
Need help getting your product launch campaign off the ground? Send us an email or Instagram DM today.
