How to launch a digital product using social channels

The client were looking for a teaser campaign. They also had a high profile worldwide charity as launch pad to push a new kind of lottery. Research had gleamed that its audience, mostly millennials, lived their lives primarily through experiences. If this lottery company could link this concept of sharing with a good cause and a recognisable brand, then they had a winner.

Building a brand

Building an understandable logo that encompassed two important entities and worked cross-platform was a challenge. Balancing an established and trustworthily brand marque, and leveraging its attributes for a new product launch is always dangerous. You do not want to weaken the established brand if your new product doesn’t gain traction.

Finding the right photography style

Three routes – Each with its own merit. At this loose stage, it is important to both demonstrate your creativity in front the client but also to give them choice. These route revolve around generating a ‘Fizz’ around new winners, building a connection between the concept the target market and adding stars and dreams and other aspirational elements.

Key visual mock ups

The initial Register Your Interest page. This was then linked through social networks to gain traction pre-launch.

Digital and social advertising

Facebook carousel

UNICEF already have a strong brand. Within their arsenal is a strong set of branded icons. Leveraging these icons with a strong colour palette and an equally strong photographic style all contributes to a valuable marketing kit-of-parts that is essential to launch any social product.

Facebook static posts

Using audience insights to target your ads is paramount with a potentially 3bn customer base. Focussing on your demographics and keeping your typography tight and concise will not only drive more traffic but also help you better target your customers interests.

Conclusion

Combining a definitive logo, with an appropriate image style and aligning these elements across your social platforms, with a consistent message is key to launching a social brand. Leveraging off established branding to build kudos and underlining your offer with effective storytelling techniques all contribute to a successful product launch.