Get in touch
Start a project

How to Create a Product Launch Campaign That Captures Your Audience

Launch Campaign

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?). 

 

View this post on Instagram

 

A post shared by BÉIS (@beis)

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.

Ready to build, nurture or evolve your brand?

Get in touch
Contents

I’ve always been fascinated by symbolism 🌀

By how a single mark, image, word or gesture can represent something far bigger than itself. Across cultures and civilisations, we’ve used symbols to communicate identity, beliefs, stories, belonging and ideas that sometimes go far beyond what words can explain.

And somewhere along the way, I realised that’s also how I’d started to see brands.

A logo can become a symbol of what a business stands for. A colour can carry years of recognition. A phrase can represent an entire belief. A story can become shorthand for where a business came from and why it exists. Iconography can represent services, philosophies, products or ideas.

What we see on the surface carries meaning because of everything sitting behind it.

Over nearly two decades of working in branding, I also began noticing the same themes appearing again and again in the businesses people really remembered.

Their past, beliefs, future, people, identity, expression, impact and longevity.

Eventually, I gave each of those ideas a symbolic form.

They became Oraco’s Eight Brand Marks, and today they give us a way to look at a business from eight different perspectives and uncover the stories, ideas and meaning that make it distinctly its own.

The strongest brands aren’t built by adding meaning that was never there. More often, the clues already exist.

You just need to know where to look.

Explore the Eight Brand Marks via the link in bio.

28 3
Open post by oracoagency with ID 17981505972081585
I’ve always been fascinated by symbolism 🌀 By how a single mark, image, word or gesture can represent something far bigger than itself. Across cultures and civilisations, we’ve used symbols to communicate identity, beliefs, stories, belonging and ideas that sometimes go far beyond what words can explain. And somewhere along the way, I realised that’s also how I’d started to see brands. A logo can become a symbol of what a business stands for. A colour can carry years of recognition. A phrase can represent an entire belief. A story can become shorthand for where a business came from and why it exists. Iconography can represent services, philosophies, products or ideas. What we see on the surface carries meaning because of everything sitting behind it. Over nearly two decades of working in branding, I also began noticing the same themes appearing again and again in the businesses people really remembered. Their past, beliefs, future, people, identity, expression, impact and longevity. Eventually, I gave each of those ideas a symbolic form. They became Oraco’s Eight Brand Marks, and today they give us a way to look at a business from eight different perspectives and uncover the stories, ideas and meaning that make it distinctly its own. The strongest brands aren’t built by adding meaning that was never there. More often, the clues already exist. You just need to know where to look. Explore the Eight Brand Marks via the link in bio.

One of the hardest things about running a business is knowing what actually deserves your attention.

When you`re inside it every day, everything can feel important. The website needs updating, content needs creating, marketing isn`t quite working, the messaging feels off. Someone suggests a new platform, another campaign or a complete change in direction. But more activity isn`t always the answer.

A big part of Jessica`s work, both through Oraco and the business owners she mentors, is helping people step back far enough to see what`s really going on.

– What are you actually trying to achieve?
– Who are you trying to reach?
– What`s already working?
– Where is the real disconnect?
– And what can probably wait?

Sometimes the most valuable strategy isn`t adding another thing to the list. It`s creating enough clarity to know what matters now, what comes next and what doesn`t need your attention at all.

If you`re looking for strategic advice, a fresh perspective and someone to keep you accountable to actually doing the things you said you were going to do, Jessica offers one-on-one business strategy and mentoring sessions. Shoot us a DM to find out more.

47 14
Open post by oracoagency with ID 17986629341863106
One of the hardest things about running a business is knowing what actually deserves your attention. When you're inside it every day, everything can feel important. The website needs updating, content needs creating, marketing isn't quite working, the messaging feels off. Someone suggests a new platform, another campaign or a complete change in direction. But more activity isn't always the answer. A big part of Jessica's work, both through Oraco and the business owners she mentors, is helping people step back far enough to see what's really going on. – What are you actually trying to achieve? – Who are you trying to reach? – What's already working? – Where is the real disconnect? – And what can probably wait? Sometimes the most valuable strategy isn't adding another thing to the list. It's creating enough clarity to know what matters now, what comes next and what doesn't need your attention at all. If you're looking for strategic advice, a fresh perspective and someone to keep you accountable to actually doing the things you said you were going to do, Jessica offers one-on-one business strategy and mentoring sessions. Shoot us a DM to find out more.

Last week, we lost someone very special.

Sean was a former Principal of Mannix College, a longstanding client of Oraco`s, and someone I was lucky to get to know over many years.

I first met Sean in 2012 through my work with Mannix, and I remember instantly clicking with him. He was incredibly kind, funny, super organised and genuinely caring. He made working together easy, but he was also someone who took the time to get to know you beyond the work itself.

Every year, without fail, Sean would send me a Merry Christmas and Happy New Year message, always accompanied by a quirky little Bitmoji of himself. Even after he finished as Principal and we were no longer working together regularly, those messages continued. It`s such a small thing, but I think it says a lot about the kind of person he was.

I`ve worked with Mannix since 2009, a relationship that now spans close to two decades, and Sean sits right in the middle of so many of those memories. He was there through an important chapter in my career and Oraco`s growth, trusting us with Mannix for many years, and still making the effort to stay in touch long after our working relationship changed.

Looking back, it means a lot that such a longstanding professional relationship also brought someone like Sean into my life.

As the Mannix community gathers today to celebrate Sean`s life, I`ll be joining the service from home and thinking of his family, friends and everyone at Mannix. I had hoped to be there in person, but I`m glad I`ll still be able to join everyone in remembering him.

Thank you, Sean, for your kindness, your humour and for always finding a way to put a smile on people`s faces. You made a difference to so many people, myself included, and I`m very grateful our paths crossed.

Leanne x

Photo courtesy of Mannix College.

19 1
Open post by oracoagency with ID 18016270139941947
Last week, we lost someone very special. Sean was a former Principal of Mannix College, a longstanding client of Oraco's, and someone I was lucky to get to know over many years. I first met Sean in 2012 through my work with Mannix, and I remember instantly clicking with him. He was incredibly kind, funny, super organised and genuinely caring. He made working together easy, but he was also someone who took the time to get to know you beyond the work itself. Every year, without fail, Sean would send me a Merry Christmas and Happy New Year message, always accompanied by a quirky little Bitmoji of himself. Even after he finished as Principal and we were no longer working together regularly, those messages continued. It's such a small thing, but I think it says a lot about the kind of person he was. I've worked with Mannix since 2009, a relationship that now spans close to two decades, and Sean sits right in the middle of so many of those memories. He was there through an important chapter in my career and Oraco's growth, trusting us with Mannix for many years, and still making the effort to stay in touch long after our working relationship changed. Looking back, it means a lot that such a longstanding professional relationship also brought someone like Sean into my life. As the Mannix community gathers today to celebrate Sean's life, I'll be joining the service from home and thinking of his family, friends and everyone at Mannix. I had hoped to be there in person, but I'm glad I'll still be able to join everyone in remembering him. Thank you, Sean, for your kindness, your humour and for always finding a way to put a smile on people's faces. You made a difference to so many people, myself included, and I'm very grateful our paths crossed. Leanne x Photo courtesy of Mannix College.

One year of @twobayslaundry 🤎

A year ago, Two Bays Laundry opened its doors with a brand we’d had the pleasure of helping Liz and Kirill bring to life from the very beginning.

From strategy through to the visual identity, we wanted to create a brand that felt fresh, organic and full of personality, but most importantly, one that felt like it belonged here on the Mornington Peninsula.

That sense of place became part of the identity itself. The curves within the logo draw on the movement of water and our coastline, while the stylised ‘B’ represents the two bays that gave the business its name, Western Port and Port Phillip. The coastal palette, natural textures and broader identity carried that story through the space (shout out to @saint.design.interiors), signage, uniforms, vehicles and everything in between.

It’s always pretty special seeing a brand move from ideas on a page into a real business, but even more so watching it become part of the local community.

A huge congratulations to Liz, Kirill and the whole Two Bays Laundry team on your first birthday. It’s been such a pleasure working alongside you from those early ideas through to launch and everything that has followed.

Happy first birthday! Here’s to everything still to come 🥂

52 8
Open post by oracoagency with ID 17879865243686265
One year of @twobayslaundry 🤎 A year ago, Two Bays Laundry opened its doors with a brand we’d had the pleasure of helping Liz and Kirill bring to life from the very beginning. From strategy through to the visual identity, we wanted to create a brand that felt fresh, organic and full of personality, but most importantly, one that felt like it belonged here on the Mornington Peninsula. That sense of place became part of the identity itself. The curves within the logo draw on the movement of water and our coastline, while the stylised ‘B’ represents the two bays that gave the business its name, Western Port and Port Phillip. The coastal palette, natural textures and broader identity carried that story through the space (shout out to @saint.design.interiors), signage, uniforms, vehicles and everything in between. It’s always pretty special seeing a brand move from ideas on a page into a real business, but even more so watching it become part of the local community. A huge congratulations to Liz, Kirill and the whole Two Bays Laundry team on your first birthday. It’s been such a pleasure working alongside you from those early ideas through to launch and everything that has followed. Happy first birthday! Here’s to everything still to come 🥂

We don’t believe the best brand stories are invented.

They’re found in the reasons a business began, the decisions made along the way and the people behind it. The things they care about, do differently, and perhaps don’t even realise are interesting anymore.

Often, you’re too close to your own business to see what someone else might find remarkable.

That’s why we ask questions, listen and look a little closer.

The story is already there. You just have to know where to look.

10 0
Open post by oracoagency with ID 18135355420630978
We don’t believe the best brand stories are invented. They’re found in the reasons a business began, the decisions made along the way and the people behind it. The things they care about, do differently, and perhaps don’t even realise are interesting anymore. Often, you’re too close to your own business to see what someone else might find remarkable. That’s why we ask questions, listen and look a little closer. The story is already there. You just have to know where to look.

At the heart of @joannaphotography.au’s new identity is a refined wordmark designed to balance timeless elegance with a sense of movement and connection.

A sophisticated serif typeface was chosen for its enduring quality, warmth and understated premium feel. The letterforms evoke a sense of craftsmanship and longevity, reflecting the brand’s focus on creating imagery that grows in meaning over time.


Connection between the A and N introduces a sense of movement and continuity, symbolising the relationships, stories and moments that unfold throughout life.

This is why we start with your story. It’s often where the most distinctive part of a brand identity is hiding.

•

Filed by: Oraco Agency
Reference: PF-4165
Photo source: @joannaphotography.au
Filed under: #ProjectFile #BrandStrategist #Branding #BrandDesign #LogoDesign

34 1
Open post by oracoagency with ID 18120044761813156
At the heart of @joannaphotography.au’s new identity is a refined wordmark designed to balance timeless elegance with a sense of movement and connection. A sophisticated serif typeface was chosen for its enduring quality, warmth and understated premium feel. The letterforms evoke a sense of craftsmanship and longevity, reflecting the brand’s focus on creating imagery that grows in meaning over time. Connection between the A and N introduces a sense of movement and continuity, symbolising the relationships, stories and moments that unfold throughout life. This is why we start with your story. It’s often where the most distinctive part of a brand identity is hiding. • Filed by: Oraco Agency Reference: PF-4165 Photo source: @joannaphotography.au Filed under: #ProjectFile #BrandStrategist #Branding #BrandDesign #LogoDesign

ABOUT THE AUTHOR

Picture of Ellie Travica

Ellie Travica

Content Writer

Leave a Reply

Your email address will not be published. Required fields are marked *

Start a project
Branding Agency

Join the Oraco Passage

Build, nurture and evolve your brand with our actionable tips and insights delivered straight to your inbox.