Finding the story in your product launch

WTF we did here: marketing strategy blueprinting, product launch strategy, marketing consulting, brand storytelling, public relations, influencer marketing, outdoor marketing campaigns, content marketing, video production, photography, digital production, copywriting, social media management, guerilla marketing, performance marketing, digital advertising, paid social, PPC, Facebook ads, Google ads, programmatic, data analytics... and who remembers what else

The client

This story needs a little introduction before sharing the marketing strategy bits.

Our client is an open-minded and solution-driven young team with a clear set of goals. Forever Young is a brand designed with one mission – To fill the gaps in the Croatian health & beauty scene. And, bet you – there are many to be filled.

In this story, we will share some details from the beginning of the path to a successful product launch. P.S. there are also a few tips on what to avoid – so read carefully.

product launch, storytelling, product launch strategy, product launch marketing, collagen boost

CHAPTER ONE

{ pre-launch and early adopters }

Filling the gaps in the health & beauty industry

From idea to a pre-launch campaign

In the past few years, customers became more aware of the products they use. They seek “clean’’ products with active and beneficial ingredients. They observe beauty from the inside out. Product quality is more important than ever, and the demand for high-quality supplements is on the constant rise.

Hydrolyzed liquid marine collagen has become a hit product because of its proven effects on beauty and health. The Forever Young team realized that, although there are a few available products on the market, none of them took the most important thing into consideration. The taste! 

People don’t care about the benefits if something tastes like s*it… pardon our French. Why would you buy something to drink on a daily basis if the taste is dreadful? Collagen Boost is formulated and produced in Croatia. And yes, it tastes great.

We ran a guerilla pre-launch campaign. The core of the strategy was a visually appealing, bold, teaser social-media campaign “Have you taken your dose?”

01 layer a
product launch, storytelling, product launch strategy, product launch marketing, collagen boost
product launch, storytelling, product launch strategy, product launch marketing, collagen boost
product launch, storytelling, product launch strategy, product launch marketing, collagen boost
product launch, storytelling, product launch strategy, product launch marketing, collagen boost

Getting early adopters on board

This is where the fun begins. Our pre-launch campaign was a success. Early adopters reached out to us with amazing feedback, always emphasizing the taste. Go figure!

A lot of them even noticed faster results than what they had with other similar products. But… more than anything, they were drawn to the brand because of content marketing strategy. Once again, content proved to be crucial in getting as many early adopters as possible.

Online, offline, PR, traditional, digital, guerilla – we did them all. We created “THE marketing mix”. Grabbing the piece of market share was inevitable. The multi-layered campaign also lured new and reliable influencers and potential business partners contacting the client on a daily basis!

The learning curve

Each campaign brings a chance to learn something new and take it as a growth opportunity. This collaboration so far had generated great opportunities. But (again with the but…), there were some “traps” as well. Prepare your notebook, free advice is incoming!

Be aware of the flattering: The overly excited, down for anything, potential partners are usually just that. They like the story, the innovative approach, but when the project requires work, they simply vanish. Just like fine lines, after a month of drinking Collagen Boost.

The vultures: When a product creates some awareness, vultures appear. If something seems too good to be true, it usually is. They present themselves as early adopters and supporters – but, in reality, they just want to ride that success train.

product launch, storytelling, product launch strategy, product launch marketing, collagen boost
product launch, storytelling, product launch strategy, product launch marketing, collagen boost

Cherish the loyal supporters: They were there for you from the start, from the first line of the ad copy. They helped you even though no one asked them to. Don’t forget about them and try to think of something to honor their efforts. They are, and they will be, after all, your most loyal customers.

The work has just begun: Initial success isn’t permanent. You need to work even harder to maintain the growth and market share. Do the research, dig into data, think forward, be creative, and don’t be afraid of failure!

Crazy ideas: Write them down, talk about them, and brainstorm with your team & client. Something good might be hiding there.

The snowball begins to roll

The spectacular launch made us popping with new ideas. Our X factor, combined with Forever Youngs’s innovative mindset, resulted in something astonishing. Chapter Two is coming soon. Prepare popcorns and your skincare routine!

product launch, storytelling, product launch strategy, product launch marketing, collagen boost

Chapter two

{ coming soon }