How to Launch a Product with Influencer Marketing

Launching a new product presents both opportunities and challenges. Over the past seventeen years, we’ve successfully launched hundreds of products, gaining invaluable insights along the way. One critical takeaway – A well-structured influence strategy is essential. This article outlines how to effectively leverage people-powered channels to optimise your product launch.

 

The Importance of People in Product Launches

Research consistently shows that the most trusted sources for making purchasing decisions are people-centric: friends and family, online reviews, social media posts, and social influencers (Nielsen Global Trust in Advertising). Given this trust, it’s imperative to integrate people-powered channels into your launch strategy. These channels play a pivotal role in accelerating product consideration, supporting purchase decisions, and enhancing overall awareness.

 

Three Key Stages for Optimising Your Product Launch

1. Engaging Early Adopters through Influencers and Creators

The initial stage of a launch should focus on connecting with early adopters—those who are most likely to embrace new products and share their experiences. Influencers and creators are particularly effective at this phase.

• Targeting Micro Creators: With smaller but highly engaged followings, micro creators excel at driving discovery, especially for niche products.
• Considering Macro and Ambassador-Style Influencers: For larger budgets, engaging macro influencers or brand ambassadors can elevate visibility and credibility, generating substantial initial buzz.

 

2. Reaching the Early Majority with Nano Influencers

After capturing early adopters, the next step is to target the early majority. Everyday individuals, or nano influencers, are ideal for this phase.

• Generating Buzz: Nano influencers can trial your product, create authentic content, and spread word-of-mouth recommendations.
• Collecting Feedback: Nano influencers provide real-time, actionable feedback that can refine your strategy during the launch process.

 

3. Capturing the Majority and Laggards through Content Amplification

The final stage focuses on amplifying the content generated in the earlier phases to reach broader audiences.

• Media and Digital Amplification: Targeted amplification ensures content retains its authenticity while reaching a wider audience.
• Leveraging Reviews: Reviews from earlier adopters provide assurance to hesitant customers, easing their decision-making process.

 

Mapping the Diffusion of Innovation Curve to Your Launch

These stages align with the diffusion of innovation curve, which describes how new products are adopted over time. Strategically timing your launch activities to engage each group—early adopters, early majority, and laggards—facilitates quicker adoption and enhances your product’s success.

Customising Your Product Launch Strategy

Every product launch is unique. Factors such as product category, purchase cycle length, and decision-making complexity influence which tactics will work best. Customisation is essential for maximising your launch’s impact.

 

Case Study: Social Soup’s Proven Success

Our work with Ovaltine Sleep highlights the power of this approach. By leveraging micro and nano influencers during the early phases and amplifying their content, we achieved outstanding results. This strategic framework has consistently delivered measurable results for our clients, underscoring the importance of influence marketing in product launches.

Case Study: Ovaltine Sleep Product Launch Campaign – Encouraging Better Sleep for Australians 

Objective
Ovaltine, a trusted household brand, sought to reconnect with Australian families by addressing a universal need: better sleep. The aim was to create an engaging campaign that would position a new Ovaltine product (Ovaltine Sleep) as a comforting bedtime ritual, while also increasing product trials and awareness.

Strategy
To achieve this, Social Soup developed a multi-phased influencer marketing campaign that combined relatable storytelling with product education. By leveraging micro and nano influencers, the campaign focused on:

• Authentic Content Creation: Creators shared their personal sleep routines, integrating Ovaltine Sleep as part of their bedtime ritual.
• Community Engagement: Influencers prompted their audiences to discuss sleep habits and routines, fostering meaningful conversations around relaxation and self-care.
• Targeted Reach: The campaign targeted families, busy professionals, and those seeking better sleep through precise influencer selection.

Execution

1. Influencer Recruitment: Social Soup engaged a diverse group of micro and nano influencers who aligned with the brand’s target audience.
2. Creative Direction: Influencers showcased their nighttime routines and highlighted how Ovaltine Sleep fit seamlessly into their lives as a comforting drink before bed.
3. Amplified Content: Social Soup strategically amplified the content to reach a broader audience, ensuring that Ovaltine Sleep’s messaging resonated with new and existing customers alike.

Results
The Ovaltine Sleep Campaign delivered outstanding results:

• Audience Engagement: Over 500 unique pieces of content were created, generating more than 1.5 million impressions.
• Increased Purchase Intent: 62% of audiences reported they were likely to try Ovaltine Sleep after seeing the campaign.
• Brand Affinity: Feedback highlighted Ovaltine Sleep’s association with relaxation, comfort, and better sleep, successfully reinvigorating the brand’s presence in Australian households.

Insights & Learnings

• Authenticity Matters: The genuine stories shared by influencers created trust and encouraged audiences to engage with the product.
• Nano Influencers Drive Impact: Nano influencers’ close-knit communities proved highly effective in sparking meaningful conversations.
• Aligned Messaging Resonates: By tying Ovaltine Sleep to a relatable and desirable goal—better sleep—the campaign achieved high recall and engagement.

 

Conclusion

Launching a new product requires meticulous planning and a strategic approach. By leveraging people-powered channels and adopting a phased strategy, you can build awareness, generate buzz, and drive sales. If you’re planning a product launch and want to maximise its impact through influencer marketing, consider partnering with Social Soup. Our expertise can help you navigate the complexities of product launches and ensure your product’s success.