Launching a product successfully requires a solid plan that gets your audience engaged well before launch day. Running a pre-launch campaign can help build excitement, generate buzz, and secure early sales, setting the stage for success.
Businesses with effective pre-launch campaigns can sell up to 3 times more than those without one. Here, we’ll share 13 pre-launch campaign ideas, each to get attention, increase your reach, and convert more sales.
1. Get the Buzz with a Pre-Launch Giveaway Contest
Giveaways are a classic way to get a buzz and grow your audience before a product launch. People love the idea of winning something valuable and are likelier to share when the prize is relevant to them.
To take your pre-launch giveaway to the next level, focus on creating an experience that gets engagement and social sharing.
Try these unique giveaway ideas:
- Multi-Winner Giveaway: Instead of one big prize, offer multiple smaller prizes for different types of entries. This increases the chances of winning and gets more people to participate.
- Mystery Box Giveaway: Create suspense by offering a “mystery box” as a prize. The contents of the box can be a secret until the winner is announced, so more enticing.
- Referral-Based Entry System: This system allows people to get extra entries they refer. This encourages people to share the campaign within their social networks, so your reach increases exponentially.
2. Use Referral Marketing to Get More Eyes on Your Pre-Launch
Referral marketing uses word of mouth to amplify your pre-launch campaign. When done right, it turns your customers into advocates who promote your product to their networks.
To make your referral program stand out, make the rewards meaningful and the process seamless. Consider having these:
- Double-Sided Rewards: Offer rewards for both the referrer and the referred. For example, give a discount to new signups and a freebie or early access to those who referred them.
- Ambassador Program: Create a special program for top referrers that offers extra perks such as access to a private community, personal shoutouts on your social media, or even a role in shaping future product features.
💡Why use UpViral? UpViral simplifies referral marketing with its unique system that allows users to generate personalized referral links easily. These links can be shared with friends and family, enabling businesses to track referrals and reward both the referrer and the new customer with incentives like discounts!
3. Create a VIP Early Access Program for Exclusivity
Exclusivity is a powerful motivator. Creating a VIP early access program makes your product seem desirable and hard to get. People want to be part of the “in the crowd.” It’s not just about early access; it’s about giving a premium experience that only a select few get to have.
Here’s an excellent example:
Harry's pre-launch campaign was a masterclass in leveraging referral marketing to build anticipation and excitement for their razor brand. Through incentives for referrals, they collected 100,000 email sign-ups within just one week.
Their strategy featured a minimalistic landing page that generated curiosity, compelling storytelling that framed Harry's as an underdog against established giants like Gillette, and a reward system for users who successfully referred others.
For instance, users could earn free products by bringing in referrals, which drove rapid sign-up growth.
Additionally, they engaged in partnerships with media outlets for authentic reviews, avoiding costly ads while still gaining valuable visibility.
The culmination of these efforts helped propel the brand to a valuation of $1.7 billion within five years, setting a precedent for modern startups.
For more in-depth insights on Harry's marketing strategies, you can check out the full article.
4. Partner with Influencers to Supercharge Your Campaign
Influencer marketing is all about leveraging the audience and credibility of people who have built a loyal following. But just having influencers talk about your product isn’t enough.
To supercharge your campaign, partner with influencers uniquely and creatively:
- Pre-Launch Sneak Peeks: Give influencers early access to your product and ask them to share their first impressions through unboxing videos, stories, or blog posts.
- Influencer-Led Challenges: Run a challenge where the influencer asks their followers to participate using a specific hashtag or campaign theme. This promotes your product and builds a community around the campaign.
- Virtual Launch Event Co-Hosting: Partner with influencers to co-host a virtual launch event where they can interview your team, showcase the product, and engage with attendees.
⭐Case Study Highlight:
Beauty brand Actiiv partnered with Sport Clips and influencer Coco O'Connor to create a viral giveaway campaign using the UpViral platform. In just two weeks, they gained 16,300 Instagram followers and over 69,000 email leads.
This kind of collaboration not only expands your reach but also builds valuable customer relationships.
Why This Works: Influencers bring authenticity and trust. When they genuinely recommend your product, their audience will listen and take action.
5. Use Email Sequences to Nurture and Convert Leads
A good email sequence takes your audience on a journey—from awareness to engagement and finally to conversion. Each email should provide value, deepen their connection with your brand, and build anticipation for your product launch.
Here are the stages of a pre-launch email sequence:
- Welcome Email: Introduce your product, highlight its unique selling point, and ask readers to join your pre-launch campaign.
- Storytelling Email: Share the story behind your product—why you created it, the problem it solves, and what makes it different from anything else on the market.
- Educational Email: Offer tips, tutorials, or valuable information related to your product’s industry. This will position you as an authority and keep your audience engaged.
- Social Proof Email: can be highly effective in building credibility and trust by showcasing testimonials, reviews, or case studies highlighting positive experiences from your early users or customers.
- Sneak Peek Email: Show a glimpse of your product, include teaser videos, or share behind-the-scenes content.
- Exclusive Offer Email: Offer an early bird discount, a limited-time bundle, or access to a VIP program.
- Final Countdown Email: This email should remind your audience of the launch date and the last chance to join the pre-launch campaign.
💡With UpViral, you can easily create a targeted email sequence to engage your audience. For example, you might set up a welcome email to greet new subscribers, followed by a series of informative emails that gradually introduce your product features and benefits.
This automated sequence ensures that your leads receive timely and relevant content, nurturing them toward conversion while building a strong relationship with your brand.
6. Interactive Pre-launch Landing Page
Your pre-launch landing page is the central hub for your campaign. It should grab attention, clearly communicate the value of your product, and get people to take action.
An interactive landing page goes beyond static content – it engages, keeps people on the page longer, and increases conversions.
Consider adding these engaging elements:
- Dynamic Content Blocks: Use sliders, tabs, or expandable sections to organize content and make it easy to navigate.
- Engagement Features: Add quizzes, polls, or calculators that provide value and collect information about your audience’s preferences.
- Countdown Timers: Highlight key dates and create urgency with countdown timers for your pre-launch offers or early access.
7. Time-Limited Discounts or Promotions
Creating a sense of urgency is one of the most effective ways to drive early sales during a pre-launch campaign. A well-crafted, time-limited offer can get people to take action before they miss out.
Consider offering a variety of promotions, such as early bird discounts, special bundle deals, or exclusive add-ons available only during the pre-launch phase.
- Early Bird Discount: Offer 10-20% off for the first 100 customers who sign up or buy during the pre-launch phase.
- Exclusive Bundles: Create limited-time product bundles that won’t be available post-launch. This makes the offer more attractive and creates urgency.
- Limited-Edition Add-Ons: Include special add-ons that are only available to early adopters, such as a branded accessory or a free upgrade.
8. Host a Pre Launch Webinar or Live Q&A Session
Connecting with your audience directly through a live webinar or Q&A session is a great way to build trust, answer questions, and get people excited about your product.
Use these sessions to introduce your product, share your brand's story, and gather feedback from potential customers.
Below are three ideas for a successful webinar or Q&A:
- Product Walkthrough: Use a live demo to showcase your product's main features and benefits. Answer common questions and show how your product solves specific pain points.
- Founder's Story Session: Share the story behind your product and the challenges you faced during development. This personal approach humanizes your brand and connects with the audience on an emotional level.
- Live Customer Testimonials: Invite beta testers or early adopters to share their experience with your product. Hearing from real users can increase credibility and build trust.
9. Create a Countdown Timer
Countdown timers are a simple but effective way to build anticipation. Use them on your pre-launch landing page, email signature, and social media bios to remind your audience of the launch date.
⭐Case Study Highlight:
Daniela from Savvy Social used a countdown timer on the giveaway landing page for Exact Clothing, encouraging visitors to enter before time ran out. This simple addition pushed participants to act quickly, driving over 5,580 leads and generating $1.2K in unexpected sales.
Tips:
- Put the timer on your landing page and in your email footers.
- Use contrasting colors to make the timer pop.
- Add text to reinforce the urgency, e.g., "Only three days left!" or "Hurry, limited spots available!"
10. Teaser Videos and Behind-the-Scenes Content
Teaser videos and behind-the-scenes content are great for building anticipation without giving away too much. Use short, fun videos to show key features and introduce team members or the development process.
Follow these tips for effective teaser videos:
- Keep them short and sweet, at around 15-30 seconds max.
- Include a strong CTA at the end of each video to sign up for early access or follow your social channels.
- Use music, text overlays, and visual effects to make your videos pop.
11. Social Media Polls and User-Generated Content
Instagram, Facebook, and Twitter have built-in tools for polling and collecting user-generated content (UGC). Use these to engage your audience, gather feedback, and build a community around your brand.
Check out these UGC ideas:
- Ask followers to share photos or stories about how they’ll use your product once it’s launched.
- Run a hashtag campaign in which users post their own content using your hashtag to be featured on your social pages or to win a prize!
⭐Case Study Highlight:
Nina Franks and Yasmin Boland leveraged user-generated content (UGC) by encouraging previous buyers to share selfies with the "Moonology Diary" and their testimonials.
This authentic content not only enhanced brand recognition but also created a sense of FOMO among potential customers, prompting them to engage with the campaign and pre-order the diary, which ultimately became an Amazon bestseller.
12. Pre-Launch Survey to Understand Your Audience
A pre-launch survey helps gather intel on your audience’s wants, needs, and pain points. Use this information to tweak your product and marketing before launch.
What survey questions can you ask?
- Product feature wishes
- Biggest challenges in your product’s industry
- Preferred pricing and subscription models
Here are some survey distribution ideas:
- Send it to your existing email list and promote it on your socials.
- Offer a small incentive for completing the survey, like a discount code or entry into a giveaway.
Surveys show you care about your audience’s opinions and are committed to delivering a product that meets their needs. This builds trust and helps you make data-driven decisions!
13. Share Customer Quotes and Success Stories
Trust is vital before your product launches. Sharing customer testimonials, case studies, or success stories from beta testers or early adopters will increase credibility and encourage others to adopt your product.
- Video Testimonials: Short clips of customers talking about how your product solved their problems and what they love about it.
- Written Reviews: Short, punchy quotes or stories on your landing page, emails, or socials.
- Case Studies: Detailed success stories showing specific benefits and results real people achieve.
Conclusion
Launching a product successfully hinges on thorough planning and audience engagement before launch day. Implementing these 13 pre-launch campaign strategies can generate excitement, increase visibility, and drive sales, ensuring a successful product debut.
Each tactic, from giveaways to influencer collaborations and user-generated content, taps into different aspects of consumer behavior, creating a comprehensive approach that maximizes impact.
If you’re ready to elevate your product launch strategy, consider trying UpViral to streamline your referral marketing and pre-launch campaigns!
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