Market Mix - 🔍 David Protein’s Launch Strategy

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You go on TikTok and everyone’s talking about or reviewing David’s protein bar. You go on Twitter and all founders and marketers are talking about it. And it’s working. Their launch crushed.

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There are two things we want to pay attention to during this launch which is how they:

Create The FOMO

So, leading up to the launch David Protein built up its waitlist. Nothing crazy here. So, while the hype was getting built up - they were collecting emails for launch day.

But then they did something brands don’t usually do…

They ran a giveaway and gave the first 5000 people on the waitlist a sample pack of the product a week before the launch.

Naturally, this flooded timelines with:

All on the David Protein Bar, which started to drive this search volume.

This manufactured awareness and started driving FOMO.

People didn’t just want to try the David Protein Bar they needed to try it.

FOMO drives emotion and impulse. Which creates demand.

To take advantage of this - David Protein gamified for launch day.

The more you buy the more you get. The more you get the higher the AOV for David’s Protein.

Manufactured Awareness x Hype x FOMO x Upsell = Successful launch strategy

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