How can you build excitement for a new product launch through an influencer campaign?

Launching a new product is a thrilling but challenging task for any product marketer. You want to create a buzz around your product, generate interest and demand, and drive conversions. But how can you do that in a crowded and competitive market? One effective way is to leverage the power of influencers, who can amplify your message, reach your target audience, and boost your credibility. In this article, you will learn how to build excitement for a new product launch through an influencer campaign, from planning to execution to measurement.

1 Identify your goals and audience

Before you start reaching out to influencers, you need to have a clear idea of what you want to achieve with your campaign and who you want to reach. Do you want to increase awareness, generate leads, or drive sales? Do you want to target a specific niche, segment, or persona? How do you want your product to be perceived and positioned? These questions will help you define your goals and audience, and align them with your overall product launch strategy.

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Catherine Warrilow 😊

Brand Strategy for Attractions & Experiences with Purpose ⭐ Brilliant plans for confused brands ⭐ Industry Speaker ⭐ Mentor ⭐ Media Commentator
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This all comes down to trust & authenticity: - Take time to pick smaller influencers who would genuinely use your product or service - Create a meaningful campaign, rather than just asking them to post about it - Give them freedom alongside to integrate the content into normal life - Don't forget to time all of your own content alongside the influencer content. - Don't get distracted by ego, go small and relevant - Go the extra mile to make the campaign fun for the influencer to put together so they make the most of it with you - Make sure any guidelines are crystal clear - anything they can't say, can't reference etc. - Have one key message that comes through loud and clear in every piece of content

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Nabeha Latif

Google Certified Digital Media Marketer I Marketing Strategist Let's turn your brand into a digital sensation! 🚀 #MarketingMaverick
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Identify the right influencer! This market is so saturated that I often see influencers working for a product endorsement that their audience will not be interested in.

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2 Find and vet relevant influencers

Once you have your goals and audience in mind, you need to find and vet influencers who can help you achieve them. You want to look for influencers who have a strong and engaged following, a relevant and authentic voice, and a positive reputation in your industry or niche. You can use tools like BuzzSumo, Upfluence, or AspireIQ to search for influencers based on keywords, topics, or categories, and filter them by metrics like reach, engagement, or authority. You also want to check their content quality, tone, and style, and see if they have worked with similar products or brands before.

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3 Craft your value proposition and pitch

After you have a shortlist of potential influencers, you need to craft your value proposition and pitch. You want to communicate what your product is, why it is valuable, and how it can benefit the influencer and their audience. You also want to offer a fair and attractive compensation, which can be monetary or non-monetary, such as free products, discounts, commissions, or exposure. You want to personalize your pitch, address the influencer by name, and show that you have done your research and appreciate their work. You can use email, social media, or influencer platforms to reach out to them, and follow up if needed.

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4 Collaborate and co-create content

Once you have secured some influencer partnerships, you need to collaborate and co-create content with them. You want to provide them with clear and concise guidelines, such as the key messages, call to action, hashtags, or disclosure requirements. You also want to give them some creative freedom and flexibility, and respect their tone and style. You can work with them to create different types of content, such as blog posts, videos, podcasts, social media posts, or stories, and use different formats, such as reviews, tutorials, demos, or unboxings. You want to align your content with your product launch timeline, and schedule it accordingly.

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Burgess Harrison, MBA
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In my experience a good influencer relationship is one where you can forge an authentic collaboration. It’s important to be clear about expectations, events, meetings, quotes, etc. so you avoid miscommunication. At the National Minority Health Association we worked closely with noted TV personality Dr Ian Smith as our medical spokesperson for our HRSA grant to fight hesitation to the COVID-19 vaccine. We worked closely with his PR person and coordinated with his schedule and media appearances. While we had talking points we let Dr Ian put them into his voice so the message was authentic. Our “partnership” helped us have a highly effective campaign that increased adoption of the vaccine among hesitant underserved populations.

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5 Monitor and measure your campaign

Finally, you need to monitor and measure your campaign performance and impact. You want to track and analyze metrics that are relevant to your goals, such as impressions, reach, engagement, clicks, leads, or sales. You can use tools like Google Analytics, UTM codes, or influencer platforms to collect and visualize your data. You also want to monitor and measure your influencer relationships, such as their feedback, satisfaction, or loyalty. You can use tools like Net Promoter Score, surveys, or testimonials to assess and improve your influencer experience.

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Eric Pitt

Product Marketing Manager @ Blumira | PMA Certified
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Tend to your Net Promoter Score! Studies have shown that companies with high NPS scores tend to grow faster and have higher revenue than companies with low NPS scores. There are a number of different tools available to measure NPS, I prefer Delighted. It's user-friendly tool that makes it easy to create and send surveys to customers. You can create custom surveys or use one of Delighted's pre-made templates. Delighted also integrates with a variety of CRM like Salesforce and HubSpot.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you build excitement for a new product launch through an influencer campaign?

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1 Identify your goals and audience

2 Find and vet relevant influencers

3 Craft your value proposition and pitch

4 Collaborate and co-create content

5 Monitor and measure your campaign

6 Here’s what else to consider

Product Marketing

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How can you build excitement for a new product launch through an influencer campaign?

1

2

3

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5

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1 Identify your goals and audience

2 Find and vet relevant influencers

3 Craft your value proposition and pitch

4 Collaborate and co-create content

5 Monitor and measure your campaign

6 Here’s what else to consider

Product Marketing

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