7 Successful Product Launch Examples

Besides being revolutionary in its field, a product must abide by quality and functionality standards to stand out, attract attention, and drive the sales it deserves. Promoting your product with an outdated marketing plan and making ill-timed launch announcements are unlikely to entice the new audience.

A successful product launch is a make-or-break situation for any startup - and is just as critical for established enterprises. With such high stakes, you only have one shot at executing an impressive launch that builds your brand reputation.

Hundreds of products launch every year, but barely dozens make it to the top of the charts. As an upcoming startup or a conglomerate preparing to introduce a new product, there’s much to learn from previous successes and strategies to imitate while keeping your rarity intact.

An insight into other’s marketing strategies, promotional materials, event planning, and post-launch monitoring helps you shape your launch strategy. We’ve outlined the seven most successful product launch campaign examples you can drive inspiration from.

Top Product Launch Examples to Inspire You

Good product launches create awareness in niche communities, building a buzz in prospective customers ahead of the official release.

As a budding entrepreneur, you don’t need to devise your launch plan from scratch when the wheel has already been invented. Strategies from some of the most notable product management teams can be your marketing guidebook when announcing your new offering to the world.

While these seven product launch examples may not align with your product niche or business approach, the ingenious promotional tactics are sure to inspire your upcoming product release.

Apple AirPods Pro

While the cutting-edge innovation vouch for its widespread popularity, Apple’s monopoly in the tech giant owes massively to its clever marketing tactics. Consequently, despite launching its wearables in an ultra-competitive consumer tech space, Apple AirPods began earning more revenue than Spotify and Twitter within the first three years.

Immediately after its launch, Apple AirPods Pro disrupted the wireless earbud market and became the go-to choice for music lovers and tech enthusiasts alike. Being at the heart of online meme content, the AirPods pro built most of the hype during its pre-launch marketing phase.

The Marketing Strategy

Apple introduced a brand new design with customizable ear tips for AirPods Pro, offering a more secure and comfortable fit for its target audience. The new pods were also equipped with active noise cancellation technology, which provided an immersive audio experience that blocked out external noise.

But Apple didn't stop there! The marketing team leveraged the existing customer base and brand loyalty to create hype around the upcoming AirPods Pro. By releasing a series of sleek and visually appealing ads across multiple platforms, the tech company successfully generated buzz and anticipation for the product.

In order to intrigue the audience about their upcoming launch, Apple put up posters in various parts of the world. While the banners featured models posing and wearing the AirPods, they didn’t have any text or tagline elaborating on the product, creating a mystifying effect for the prospective customers.

The Results

Apple’s release of AirPods Pro has been a successful endeavor by any means. Since its release, Apple’s revenue has followed an upward trajectory. In 2021 alone, the new AirPods brought in $12.1 billion worth of sales, witnessing a 20% increase from the previous year.

Robinhood

In a world where stock trading was exclusive to the society elites and official brokerage channels, Robinhood introduced a royalty-free stock trading platform geared towards the general public.

The stock-trading app enabled daily wagers to invest their savings in lucrative stocks and earn passive income. Even though the business idea was intriguing enough, Robinhood’s brilliant pre-launch campaign made it a viral phenomenon overnight.

The Marketing Strategy

Most SaaS pre-launch campaigns have a principal launch goal - onboarding prospective customers onto the platform before the product’s official release. As an upcoming startup, Robinhood executed its marketing plan flawlessly to register scores of users to join the platform.

Startup founders, Bhatt and Tenev, introduced a referral waitlist strategy that offered signed users priority access to the product on the launch in exchange for referrals. The more referrals a person brings in using their unique referral link, the likelier they are to get early hands-on access to the platform. The strategy concluded:

• A simple and concise landing page displaying an enticing tagline to grab attention.
• A quick and easy sign-up procedure to register new users seamlessly.
• A teaser video portraying what the application offers and how it works.
• An impeccable waitlist strategy compelling users to refer the platform to their inner circle for early access.

The marketing team ingeniously employed gamification and FOMO tactics to invigorate the audience’s interest, compelling them to spread brand awareness.

The Results

Incorporating a waiting list into their pre-launch marketing campaign proved fruitful for Robinhood. The startup registered a million sign-ups on its platform 1 year before the app’s official release. The success continued after the launch, bringing $1.81 billion in revenue in less than a decade.

Cox Communications

While the education technology (EdTech) industry has developed a whopping $340 billion industry, the presence of big tech giants like Zoom and Google Classroom makes it seem impenetrable. However, seeing a 99% increase in its adoption in K-12 schools, other players couldn’t help but venture in with their product.

Cox Communications was set to introduce a new EdTech application for kids called FastTrack. As the largest private broadband company and the third-largest cable television provider in America, Cox Communications had already acquired a solid brand reputation, but earning the spotlight for their ambitious venture was still challenging.

The application was designed to enable kids to practice maths and English skills while learning ahead of their grades for better improvement. The progress reports were displayed directly to parents, who could track their performance and share the output with their concerned teachers.

The Marketing Strategy

Although FastTrack was an excellent tool for students and educators alike, it was a significant leap for Cox Communications - an inherently service-based broadband company. Cox applied some growth hacking techniques to disrupt the monopoly of existing players in the market.

• The marketing team focused on building a stellar landing page to generate leads out of their prospective audience. The page was minimally designed, featuring a sign-up field and demo video to entice new users.
• The team also kickstarted social media campaigns  - primarily targeting parents - to create brand awareness and drive more visitors to the website.
• Cox partnered with influential mommy bloggers and educational gurus to maximize their visibility and gain credibility for the audience.

Results

Thanks to the ingenious growth tactics and best pre-launch campaign practices, marketers built a sizeable email list to spread the hype before the app’s official release. By the end, the campaign managed to convert 6% of its target audience, beating Sylvan and Kaplan’s dominance in the education sector.

Harry’s

If launching a new product in a largely monopolized market space and maturing it into a billion-dollar enterprise seems like a risky gamble - or something practically impossible - learn from Harry’s success.

The razor startup set foot in a direct-to-consumer market that was already ruled by enterprises like Gillette and Schick. Harry’s introduced a razor subscription service, distinguishing itself from the other players in the niche. Even though their USP wasn’t alien at the time, Jeff and Andy hoped to earn their share in the $17 billion men’s grooming industry.

The Marketing Strategy

Even though the razor subscription service was first introduced by Dollar Shave Club, it was Harry’s which truly built a reputable brand out of it. Instead of sourcing ready-made razors from the market, Harry’s developed and manufactured its own ergonomic razors.

The marketing team instated an effective pre-launch campaign checklist to acquire the relevant audience for the launch. They advertised catchy slogans and instated powerful storytelling to entice new users.

In order to incentivize existing customers to bring more people to the platform, Harry’s set up a referral marketing program. The in-house marketing team offered incentives to encourage users to bring new referrals. Registering 5 users through their link would earn users a free shaving cream. Increase that number to 25 and get a free shaving set.

The Results

The gamification and FOMO tactics played out exceptionally well for Harry’s, as the startup managed to collect 100,000 emails during the first week of its pre-launch campaign. As their effort for perfection continued, Harry’s followed an uphill climb to success - evaluating to $1.7 billion in just five years of its launch.

Evolve by Pepsi Co.

In an eco-conscious world with a burgeoning plant-based market, Pepsico is expanding its stockpile with a new vegan protein drink Evolve. The CPG giant has made several acquisitions in the vegan sector, hoping to rival sales of their mainstream chips and soda brands while fortifying a positive brand impression.

Following the company’s acquisition of CytoSport in April 2019 from Hormel, Pepsico planned a major overhaul with its ready-to-drink (RTD) plant-based protein shakes. The products are primarily driven towards, as the company defines them, “active wellness seekers” - individuals striving to adopt sustainable solutions and make healthier choices for their diet.

The Marketing Strategy

In the first two years after Hormel’s acquisition, the brand aimed to make changes ahead of the official relaunch. Based on its product rebranding strategy, Evolve instated the following changes;

• Formulated the RTD protein shakes using sustainably raised peas posing zero environmental threat.
• Increased the fiber content in its protein bars, RTD shakes, and powders to reach the broader active outdoor audience.
• Updated product packaging with TetraPak bio-based materials carrying a lower carbon footprint than petroleum-based alternatives.
• Partnered with One Tree Planted and National park foundation to plant $100,000 worth of trees in major cities for greener urban spaces.

The Results

While measuring their quarterly earnings, Pepsico singled out plant-based snacking as a separate food category to effectively track future growth. The company posited $70.37 billion in sales in 2020, marking a 5% increase in net revenue from the year before.

Planet Kind by Gillette

Despite being a global leader in the men's grooming space, Gillette is exploring sustainable pathways to be an eco-friendly shaving brand. In its recent venture, the company has introduced an assortment of sustainable shaving products labeled Planet Kind that aims to improve the shaving experience without harming the environment.

In an effort to improve its waste management, Gillette hopes to create 100% re-cyclable packaging by 2030 with the launch of Planet Kind and relative skincare solutions.

The Marketing Strategy

On the outlook, Gillette’s branding strategy seems simple. The company is moving towards sustainable solutions and promoting its efforts and achievements under the tagline;

“Kind to Your Skin and the Planet”

Planet Kind’s skincare and shaving range includes a face wash, moisturizer, shaving cream, a razor, and blades. Not only are the razor handles made from 60% recyclable plastic, but they are claimed to last for years. The packaging uses 85% recycled plastic and 85% recycled plastic to minimize the carbon footprint.

Gillette has partnered with TerraCycle, a global waste management company, and Plastic Bank to reduce plastic waste from the oceans. The firm pledges to remove 10 plastic bottles from the ocean for every purchase made.

The Results

Advertising their positive steps toward preserving the planet influences shoppers' minds as they purchase. The clear brand positioning sets it apart from the relative brands and educates what they are buying and how it will help make an impact on the environment.

Airbnb

What started as an outlet for passive income for roommates Brian Chesky and Joe Gebbia has revolutionized the way people travel. Launched in 2008 as “Air Bed and Breakfast”, Airbnb became one of the world’s largest and most successful online travel platforms. But how did the startup take off exponentially?

The Marketing Strategy

The major credit for Airbnb’s massive success after its launch goes to its brilliant referral program. Unlike the standard practice, Airbnb offered rewards to users referring to the brand and those being referred to. The strategy paid well, bringing a 900% yearly growth for first-time bookings while it remained active.

In order to reach more customers and sign-up more hosts on their platform, Airbnb also incorporated content marketing tactics and community interaction. It leveraged user-generated content (UGC) to supplement its social media content streams without draining its product budget.

The startup flashed its motto, “Live Like a Local,” across all marketing channels, compelling and motivating travelers to enjoy their visits like a local. The campaign helped build customer loyalty and a positive brand image for potential customers.

The Results

Today, Airbnb possesses over 6 million listings and expanded to over 220 countries, making it a worldwide phenomenon. The brand currently stands at a market valuation of $75.41 billion, facilitating rentals of millions of homes each year.

Key Takeaways - Product Launch Ideas You Can Implement

Successful product launches can be a game-changer for any business. If you’re struggling to keep your startup afloat or failing to generate enough leads for your next product launch, review the following takeaways from the most successful product launches for better guidance.

Establish Your Unique Brand Identity

Even product releases must be aimed at building a unique brand identity that resonates with its target market. As a business, your brand identity is the image or perception your prospective customers have of your company and its products.

The identity outlines your brand's personality, values, and unique selling proposition (USP) of your products. When it comes to a product launch marketing plan, here’s how you can build a unique brand identity:

• Set out your brand personality: Identify or instate a set of human characteristics that portray your brand. It could include values like friendliness, sophistication, and innovation in your company.
• Develop a compelling brand message:  Effectively communicate your USP that differentiates you from your competitors. Keep it concise and engaging to entice your audience.
• Create consistent brand experiences: Your brand identity should be consistent across all touchpoints, from your website and social media channels to your product packaging and customer service.

Leverage Strategic Partnerships

Partnerships are a great way for new businesses to find new customers, expand their product offerings, and create a more compelling value proposition for their audiences. For startups looking to forge new relationships with brands, it’s critical to identify potential partners that share their values and the audience.

Developing mutually beneficial partnerships that abide by their goals and values helps companies collaborate on marketing efforts such as social media campaigns, publish co-branded content, and execute joint launch events to entertain a broader audience.

Improve Customer Experience

Businesses, big or small, must prioritize the customer experience to maintain the hype around their upcoming product, improve customer loyalty, and establish a positive brand reputation. Incorporate the following tactics in your customer support program to execute a phenomenal product launch:

• Establish clear communication: Customers want to know what to expect during a product’s launch. Communicate the product features, USPs, and the launch date. Use email notifications, social media updates, or website banners to educate your customers.
• Offer pre-launch exclusives: Consider offering pre-launch exclusives, such as early access or special discounts, to reward loyal customers and generate buzz around the upcoming launch.
• Collect customer feedback: Demand reviews and feedback from your customers during and after the product launch. Based on the user response, identify the pain points or any room for improvement in your product and overall customer experience.

Ending Note

Reviewing successful product launch examples inspires budding entrepreneurs and marketing managers to navigate every step of their launch effectively. Even though the strategies outlined above are strictly inherent to the type of product, we recommend analyzing these learnings, deriving key points, and applying them to your marketing plan to make a difference.

Product launches are an enormous undertaking. To improve your chances for future launch success, pay attention to the previous ones - identify the shortcomings and crucial areas to address. Contact Prefinery.com if setting up your launch strategy starts getting too overwhelming.

FAQs

What are the key elements of a product launch?

A successful product launch should have a well-defined target audience, a strong value proposition, clear messaging, and a unique selling proposition that sets it apart from rival brands. Moreover, the launch must be backed by effective marketing and communication strategies and excellent customer service.

How to execute an impressive launch event?

Choose a unique and memorable venue, create a theme or story that ties in with your new product launch, invite key influencers or stakeholders, and provide interactive experiences to increase engagement. Make sure to utilize social media and live streaming channels to extend the reach of your launch event and instate buzz around your product.