Learn how brands like SPANX, ThirdLove, BOMBAS, & Halo Top were able to do successful digital marketing launch campaigns. Made by GrowthHit for a webinar at P&G.
2. Hi, I’m Jim Huffman
CEO of GrowthHit, growth marketing agency
• Grown two startups from idea to $10M+ in sales.
• Spent $3M+ on Facebook ads.
• Startup mentor at Techstars, General Assembly, and Sephora Accelerator.
• Worked with Hot Wheels, Clorox, Panera Bread, FedEx & Happy Face on
Netflix.
Wrote a #1 Selling Book
This book beat Seth Godin . . . for 72 hours.
Website: growthmarketersplaybook.com/
3. About
• A growth team that specializes in conversion rate
optimization.
• Our team has generated over $247 Million in
revenue from CRO
• We started, managed or consulted on CRO for 114
businesses
Who We’ve Helped
4. What We’ll Cover Today (PART 1)
1. What’s the Business Goal of your launch
2. What’s the Message you want to get across with your launch
3. An Integrated Marketing Launch
4. Your Online Launch Framework
5. Examples of Launches
7. The RACE Campaign Launch Formula
Plan your launch
1. Reach your market
2. Act through encouraging participation
3. Convert by turning casual surfers into customers
4. Engage by turning casual customers into loyal advocates
10. AWARENESS: An Influencer for Brand Alignment
OV x Man Repeller kit, $250. outdoorvoices.com.
Company: Outdoor Voices
Brand associate is valuable for young brands working to get ideal customers.
Action: Collab with Man Repeller to make a customer kit.
11. AWARENESS: An Influencer for Reach
Company: Bombas
Brand was gaining traction from Shark Tank but needed to go mainstream.
Action: Zac Efron for the “Efron Performance Test” video campaign
12. AWARENESS: Micro-Influencers & Packaging
Company: Glossier
Send stickers with each Glossier delivery & encouraging
customers / influencers to share on Instagram. Glossier
would repost the best ones.
Launched affiliate program with brand amabassadors.
13. AWARENESS: Be Heard with Humor
Company: Tommee Tippee
Campaign: Turn baby advice books and articles into wipes with Advice Wipes.
Result: 40,000 social shares, Brand mentions up 58%, Increased overall sales 11.6%
YOY
14. AWARENESS: Educate with the “Use Case”
• Company: SPANX
• How to introduce a new category:
Shapewear
• It’s not about features, specs,
benefits, or aspiration.
• It’s about one USE CASE
15. POSITIONING: Not Better, But Different
Company: Halo Top
Ice cream has high calorie count leaving people feeling guilty when they
finish a pint or unsatisfied after just one bite.
Action: Lead with the calorie count and remove everything else.
16. POSITIONING: Not Better, But Different
Company: Halo Top
Digital Execution: Partner with micro-
influencers to do a “category
takeover” around one singular
message.
“The Healthy Low Calorie Ice Cream”
17. POSITIONING: Not Better, But Different
Company: Halo Top 2.0
Digital Execution: Drive home positioning of healthy ice cream that their persona
(adults) care about.
“Ice Cream for Adults”
18. POSITIONING: Attacking Goliath to Show UVP
Company: Third Love
When launching a new product in an oversaturated market with a clear
incumbent it’s hard to make noise. How do you stand out?
Action: Digital and Print Campaigns that Bad mouth Goliath
19. POSITIONING: Attacking Goliath to Show UVP
Company: Third Love
Online Activation: The Fit Finder to outline the perfect bra for
you.
21. REFERRALS: A True Incentive to Share
1) Clear CTA on the Landing Page
Company: RobinHood
Engineer virality with a waitlist and a true reason to share
22. REFERRALS: A True Incentive to Share
2) Clear CTA on the Landing Page
24. FREE Growth Marketing Book
Get The Growth Marketer’s Playbook
Website: growthmarketersplaybook.com/
Plus, you’ll get the Growth Marketing
Management Tool & 100+ growth tactics.