Our strategy was to create pre-launch anticipation by driving opt-ins to a ManyChat list with the promise of exclusive launch-day notice. We created a sign-up flow and used their organic social media posts, established Facebook group, email list, and paid Facebook ads to drive messenger opt-ins.
The pre-launch messaging focused on scarcity, creating urgency and fear of missing out (FOMO). The copy made it clear that this was the product “launch of the year” and it would only be available in “extremely limited numbers.” Then we played on FOMO, adding that “once it’s gone, it may be gone forever.”
This drove an unprecedented number of opt-ins, adding a substantial number from prospects who had never purchased. With these new prospects we were able to capture email addresses within our ManyChat flow, adding an additional marketing channel to help build the hype.
We kept our list warm by sending out the brand’s organic social media content through various marketing channels, including email and messenger. This content built anticipation and hype, teasing new information about the quality and benefits of the supplement. We continued to harness exclusivity and FOMO in the messaging.
On launch day, the promised ManyChat “we’re live” broadcasts were sent to our list. These hyped-up customers immediately converged on the site, and in the first hour, we generated $55K in sales for our client. By the end of 48 hours, the product was completely sold out, far exceeding our initial goals.
By analyzing our client’s audience and market potential, we are able to leverage buyer psychology, brand strengths, and their unique audience for amazing results. This outrageously successful product launch is just the beginning.