A Product Launch Campaign boosts the visibility, sales, and credibility of new products during the critical "honeymoon period" on retailers like Amazon and Walmart, helping brands quickly establish market presence early.
Campaign Overview
A Product Launch Campaign is designed to rapidly increase the visibility, sales, and momentum of a new product during its initial release phase. This campaign is crucial for capitalizing on the critical "honeymoon period" when a product first becomes available on major retail platforms like Amazon, Target, Walmart, and Best Buy. During this time, retailer algorithms give new product listings a temporary boost in search rankings, providing an opportunity to establish the product's market presence quickly.
How Does it Work?
The primary goal of a Product Launch Campaign is to maximize the product's exposure and sales during the early weeks after its release. This is achieved by driving significant external traffic to the product's listing, generating early purchases, and accumulating reviews and ratings. The campaign is designed to create an organic growth curve, where initial success leads to compounding visibility and credibility, positioning the product for sustained success.
Key Capabilities:
- Accelerated Market Entry: Product Launch Campaigns allow brands to ramp up their new products in 3-5 weeks, a significant reduction compared to the typical 4-6 months. This rapid entry is critical in competitive markets where early visibility can make a substantial difference.
- Optimal Use of the Honeymoon Period: During the honeymoon period, new products benefit from enhanced visibility in search results. Capitalizing on this phase can lead to higher sales and better positioning, as retailer algorithms gather data and determine the product's perceived value and popularity.
- Increased Visibility and Relevancy: The campaign's focus on generating external traffic helps new products gain higher search rankings and greater exposure to potential buyers.
- Increased Credibility: By driving early conversions and positive reviews, Product Launch Campaigns help establish a product's reputation and create momentum that can sustain future sales growth. This momentum is key to achieving long-term market success.
- Competitive Advantage: By quickly establishing a strong market presence, brands can outpace competitors who may not be leveraging similar launch strategies.
Who Can Benefit:
Any brand with a new product introduction can utilize a Product Launch Campaign on Amazon, and Walmart.
Key Metrics:
- # of SEO wins
- # of reviews/ratings
- # of UGC content
- Product insights from creator feedback
Use Cases:
- New product introductions
- Rebrands and transitioned product introductions
Getting Started:
In the Momentum platform, navigate to the Brand > Campaigns > Proposals > + Create Campaign:
Create the Campaign by setting up the Campaign Name > Selecting or adding the Product:
Select the Campaign Goal > Product Launch > Add estimated Unit Sales > Generate recommended Creators:
Review the auto-generated proposal and make any necessary adjustments to your campaign. Once ready, hit the Next button at the bottom of the page.
Select the campaign launch date and review the creator schedule. Option to add search terms to be tracked and competing products for benchmarking during the campaign period. Review the campaign timeline. Once ready, hit the Next button at the bottom of the page.
Select how to pay for the campaign: Use existing credits, there is an existing invoice or generate a new invoice. Complete steps to setup payment/invoicing and hit the Schedule Campaign button:
FAQs:
What are the KPIs I can measure for a Product Launch Campaign?
The key performance metrics include traffic, product rank/Page 1 SEO wins, sales, reviews/ratings and speed to launch.
What is the typical duration of a Product Launch Campaign?
A Product Launch Campaign typically spans 6 to 8 weeks. Within this timeframe, the campaign activities are structured as follows:
- First 30 Days: This period encompasses all creator purchases and content deliverables, ensuring that the product gains initial traction and visibility. By the end of these 30 days, all promotional activities by creators are completed.
- 4 to 8 Weeks: During this extended period, the campaign focuses on capturing reviews and ratings. The timing of these reviews and ratings depends largely on the sales velocity of the product. As sales increase, reviews and ratings will naturally follow, providing valuable social proof and enhancing the product's credibility.
Can I save my proposal?
Yes. You can save your proposal at any time during the proposal creation using the Save Proposal button at the top of the page.
I have no credits left, can I add more?
Yes. Reach out to your dedicated support team to add more credits to your account.
What happens if the campaign ends and I see a drop in conversion rates?
To mitigate this, we recommend an Evergreen Campaign approach. This involves continuous marketing efforts to maintain the product's visibility and sales performance, ensuring long-term stability.