Influencer product launch: from product to purchase

My role

Marketing and creative strategy lead, hired by the client. I worked on the product, the launch plan, the landing page and store, the campaign design, and customer engagement through the middle and end of the funnel.

The problem

An influencer with a large, loyal following was launching a new branded product. A big audience doesn't guarantee sales. Followers had to move from interest to purchase, and the brand had to feel like her at every step.

What I did

Product and launch plan

• Shaped the product and the launch strategy around her audience.
• Planned the funnel from first message to checkout to follow-up.

Landing page and e-commerce

• Set up the landing page and online store for launch.

Campaign and engagement

• Designed the campaign across email and Messenger (ManyChat).
• Built follow-up messages to keep buyers and subscribers engaged after the first click.

The results

• Messenger subscribers grew 21% in 15 days, with 1,093 net new.
• The Messenger campaign reached 2,744 people. 96.9% opened it and 46.4% clicked.
• 96 orders and 104 products sold.

The bottom line: An audience is a start, not a sale. A clear path from message to checkout turned followers into buyers.

Campaign results

Dashboards from the launch, December 2018.

Messenger subscriber growth, December 1 to 15.

Messenger campaign: delivered, opened, and clicked.

Email campaign: sent, views, and clicks.