Product Launch Campaign US Market
Introducing a niche product into the competitive US market through targeted storytelling, vertical media positioning, and tailored launch angles.
Background
A niche product needed to enter the highly competitive US market, where attention is limited and messaging must be sharply targeted to stand out. The challenge was to generate meaningful visibility, strengthen customer loyalty, and deliver clear product understanding to audiences with very specific interests.
A traditional broad launch would not work. The campaign required a narrow, vertical-first strategy focused on depth, relevance and precision.
Objectives
raise awareness of the new product among relevant US market segments
strengthen loyalty by involving existing customers in the launch narrative
convey clear, differentiated product information through storytelling
secure relevant coverage in vertical and profile media
Strategy
Vertical-first media positioning
Instead of a mass-market approach, we targeted specialised outlets where the product’s niche relevance would resonate most strongly with decision-makers.
Three tailored launch angles
We developed three distinct storylines for different audience segments, ensuring each group received a message aligned with its needs, expectations and industry context.
Story-driven communication
Messaging focused on real use cases, product impact and customer experience, making the narrative both credible and emotionally engaging.
Precision outreach to profile media
Targeted pitches and exclusive opportunities were used to secure coverage in the most relevant vertical media categories.
Execution
Targeted media outreach
We engaged specific journalists and outlets known for depth, expertise and influence within the product’s niche.
Press materials and personalised pitches
Clear, story-led communication packages ensured the product was presented with relevance and consistency.
Customer-led interviews
We secured interviews with clients of our customers, authentic voices that elevated the product’s credibility and strengthened loyalty.
Consistent message delivery
Across all communication, the three launch angles ensured alignment while maintaining audience-specific relevance.
Results
High-value interviews
Customer interviews delivered authentic testimonials, significantly strengthening loyalty and trust.
Stronger customer connection
Existing customers reported increased engagement due to being included in the storytelling process.
Effective market awareness
The campaign delivered 231M reach, ensuring strong visibility within targeted US verticals.
Clear product understanding
Story-driven messaging conveyed key information in a way that matched audience needs and improved product comprehension.
Business Impact
stronger loyalty among existing customers
increased product visibility across high-relevance US vertical media
improved resonance due to tailored narratives
a repeatable storytelling framework for future launches
enhanced brand perception in a niche but competitive market
A targeted, precision-led campaign that positioned a niche product clearly, credibly, and competitively within the US market.
Thoughts, ideas, and perspectives on design, simplicity, and creative process.
