Product Launch Campaigns

Announcing a product on the day is the most common way to waste one

A product launch campaign is a sequence rather than an announcement, and most of the work happens before anybody is told what the product is.

A launch with no build up reaches only the people already following you, on one day, once. The audience that would have been interested never knew it was coming.

Wink introduces new products and services through strategic, creative campaigns built around demand rather than around a date.

What a Wink launch campaign includes

Wink delivers the full launch sequence.

• Launch strategy
• Teaser campaigns
• Reveal campaigns
• Campaign messaging
• Creative direction
• Visual identity
• Content planning
• Video concepts
• Social media campaigns
• Advertising creatives
• Influencer collaborations
• Post launch engagement

Anticipation is built, not hoped for

Teaser campaigns create attention before the product is available, which is what makes launch day a moment rather than a notification.

A teaser works by withholding something specific. Vagueness is not intrigue, and audiences ignore hints they cannot form a question about.

The purpose is an audience that is already waiting, so the reveal lands into interest rather than creating it from nothing.

The reveal has one chance to be understood

Reveal campaigns and campaign messaging determine whether people grasp what the product is in the few seconds they give it.

A launch that requires explanation has already lost most of its audience. The reveal has to answer what it is, who it is for and why it matters, immediately.

Everything clever belongs before or after the reveal. The reveal itself should be clear.

A launch produces a lot of material at once

Creative direction, visual identity and content planning exist because a launch needs many assets that have to look like one campaign.

Video, social content, advertising creatives, page assets and influencer material are usually produced by different people under time pressure, which is exactly when consistency slips.

A launch identity and a content plan are what keep twenty deliverables recognizably part of the same thing.

Influencers extend reach into audiences you do not have

Influencer collaborations put a product in front of people who trust somebody else's recommendation, which is different from paid reach.

The value is borrowed credibility, and it only works when the fit is genuine. An obviously transactional endorsement damages both parties.

Timing matters as much as selection, since collaborations landing simultaneously create a sense of momentum that staggered ones do not.

The week after launch decides what the launch was worth

Post launch engagement is where most campaigns stop and most of the opportunity remains.

Launch day generates the largest volume of questions, comments and enquiries a product will ever receive. Ignoring them wastes the attention the campaign just paid for.

Sustained content after the reveal is also what converts the people who noticed but were not ready on the day.

Who launch campaigns are for

• Businesses introducing a new product or service
• Brands entering a new market or category
• Companies relaunching something that underperformed initially
• Organizations opening a new location or facility
• Any launch where the date is fixed and the audience is not yet aware

What launch campaigns connect to

Launch campaigns sit inside creative campaigns and are built on ideas from creative concept development.

Execution across channels runs through integrated marketing campaigns, and paid distribution through performance marketing.

Where to start

Tell us the launch date and what you want people to already believe by then. Working backwards from that is the campaign plan.