We’ve discussed product launching a lot in our previous articles, covering everything you need to know about the process. We have included:
- Some tips for first-time startup founders.
- Finding the product-market fit.
- Generating buzz around the product.
- KPIs for each stage of launching.
Make sure to read all of those if you haven’t already.
But now, let’s learn from analyzing real practical examples and their keys to success.
Today’s blog post focuses on the stories and campaigns of five firms that are the best product launch examples and offers valuable key takeaways from each.
Product launch example #1: Cox Communications
Cox Communications is the third largest cable provider in the US. With the constantly evolving EdTech (educational technology) industry on their side, they were preparing to launch a new educational app for kids called FastTrack. It enabled kids to practice math and English skills they needed more help on and work ahead of their grade level for enrichment. In addition, it would allow parents to keep track of their children’s progress and share information with teachers. But before all, this new and exciting tool needed to be tested to ensure it would work and get the word out before it was released.
Their strategy was simple: a killer landing page capturing people’s email addresses and building a list.
Investing in ads on Facebook allowed them to target moms and proceeded to reach out to influential mommy bloggers and educational gurus. The subsequent outreach campaign was designed to forge strategic relationships and secure opportunities for guest blogging. Each guest blog drove traffic to the landing page.
The campaign converted an impressive 6% of the target audience to FastTrack. Despite large competitors on the market, there was still room for an app that provided the newest updates.
- Having a solid reputation and partnering up with influential people provides trust in the product you are selling.
- Creating buzz and building anticipation increases the products’ popularity.
- Relate to your consumers and sell them the experience your product or service provides.
Product launch example #2: Vivo
Vivo is a Chinese tech company present in more than 100 countries. Before launching the V19 smartphone, they found themselves in a challenging situation – the Coronavirus outbreak, which restricted social gatherings and in-person meetings. Worried about the shopping experience’s excitement and how much it contributes to the product, they set out to discover a solution.
This is where good observation comes in handy, knowing your customers’ behaviors when they encounter the product.
Augmented reality (AR) allows the customer to get a glimpse of the product without having to leave their home. This new way of experiencing the physical world via technology brings excitement and curiosity by itself. So when the marketing team of Vivo launched the campaign on Facebook and Instagram, they observed a 9.5-point increase in ad recall.
Targeting Indian consumers between the age of 18 and 35, the company invited their potential users to experience a “virtual unboxing” of the phone. They even ran a contest based around the hashtag #vivo19outofthebox, gathering even more attention to the company and product.
- When you face a challenging situation, let it motivate you to develop innovative solutions.
- Determining the right targeted audience and understanding their behaviors can help create the right experience for them.
Product launch example #3: HootSuite
HootSuite is a social media management system that helps businesses track and manage their social media channels. These days, millions of consumers rely on websites like Facebook, Twitter, LinkedIn, and others for information about goods and services they intend to purchase. However, getting a potential lead’s attention and differing from all the competition is quite tricky.
Realizing the current buzz on the upcoming season of the popular series “Game of Thrones,” HootSuite seized the opportunity to create a marketing strategy by releasing a video and infographic. They drew a parallel between what the show is about and what HootSuite does for businesses.
With a powerful call-to-action tone, the team referenced uniting all the kingdoms by uniting all social media sites. The infographic unifies the strengths of particular social media sites in its campaign strategy by inviting users to engage and pick their champion.
Hootsuite used video as the link back to its landing page and infographic. But, most importantly, it took advantage of the SEO value of YouTube to build strong awareness for other assets they are marketing.
- Creating a reference to current trends among your consumers generates more awareness and anticipation about your product or service.
- When using these kinds of strategies, timing is the most critical asset.
Product launch example #4: Feefo
Launching a new version of your product is just as important as the first product launch. For example, Feefo, a customer service SaaS company, executed the redesign of their application almost flawlessly.
But, using apps for some time becomes a habit, and habits are hard to change. Subsequently, opening a familiar app to a whole new interface might come up as a shock to the users. The worst-case scenario might drive them away when they can’t find what they need.
Feefo avoided that shock by communicating with customers about the upcoming change.
Teasing about the redesign, informing the consumers about the new features, and even allowing them to try out the new interface before the official launch prepared and created excitement for the upcoming changes. In addition, interacting with the users gave Feefo valuable insight and feedback to improve the interface even more.
They achieved a 30% opt-in rate for the new UI through the campaign. But, more importantly, they minimized the customer stigma that can come with such a big change.
- Engaging your users allows you to empathize with them while actively gathering feedback.
- When making noticeable changes, prep your customers over time with short, upbeat reminders that give them something to look forward to.
Product launch example #5: Yotpo
Yotpo is a social proof platform that faced a serious challenge right upon launching. Users would install the software but couldn’t figure out how to use it, resulting in them leaving. So, even if you have consumers at the end of the conversion funnel, it isn’t certain that they will become a user.
By observing their users’ behavior, they concluded they were lost, didn’t know what to do next, and needed guidance.
To solve this, Yotpo came up with a strategy to implement a user onboarding process. Then, using in-app messaging and customers’ email based on information gathered through the onboarding process, they taught their customers how to use their platform, step by step. This way, Yotpo captured their attention, providing relief when customers needed it most.
By increasing product adaptation, one-week user retention grew by 50%. In comparison, 70% of users completed the new onboarding process, leading to Yotpo gaining a 42% increase in new users.
- You need your customers to stick with the product to hold onto a successful product launch.
- If you have a more complex product, make it easy for your customers by providing directions and information.
- Early product adoption is key to creating devoted users for life.
Launching your company’s new product will most likely not be easy, and you will face numerous hurdles along the way. That’s a normal part of development; you should always learn from your mistakes. To improve upon future product launches, it is necessary to do an in-depth analysis of the previous one. Also, always keep your ideal buyer in mind to ensure you create enough interest from the right people.
Solveo’s innovation experts can assist you with preparing, executing, and evaluating your company’s next product launch. So please do not hesitate to contact us.
Good luck launching!