Imagine this 👇🏻

It’s the final episode of Ready for Launch and whoever wins this episode takes the season.

Andy, Jason and I are tied 1 vote each. The final decision is made via audience choice on LinkedIn…

Andy wins 😭 

But really, we’re all winners. Because after studying 30 different launches across 10 episodes, our launch toolkits are bursting with new skills (and ideas).

In today’s edition, I want to share my four favorite launches from the pod, and the takeaways we can learn from studying their success.

Steal These Launch Strategies

Passionfroot Discover

Best Launch of 2023

Passionfroot let’s creators build storefronts to showcase their sponsorship opportunities and collaborate with potential partners. In November 2023, they launched Passionfroot Discovery, a marketplace that connect creators and advertisers to unlock more opportunities.

Launch Takeaways:

• Build out loud — Passionfroot brought their customers along for the journey, testing value propositions, messages and even the product name throughout beta.

• Create urgency — They offered a special discount for the first 48 hours to encourage advertiser signups. Advertisers could skip the line and join for free. After the 48 hour promo, they’d have to go on a waitlist and pay full cost.

Watch my breakdown of their launch.

The Tortured Poets Department

Best Taylor Swift Launch

Taylor Swift is the best marketer of our generation, and I won’t stop shouting that until everyone believes it. IMO, the launch of her most recent album showcased her best marketing skills.

Launch Takeaways:

• Generate buzz — Taylor is the queen of Easter eggs and puzzles, and this launch was no exception. From her website blackout to the album title itself (said to be inspired by her ex’s chat group), every detail sent fans spiralling. These took on a life of their own and generated an endless amount of buzz and anticipation.

• Amplify marketable moments — Taylor turned the Grammys into her own private launch event. With millions of eyes watching, Taylor accepted her award and then immediately announced the album. It was the ultimate testimonial (“love this award winning album — I’ve got another cooked up for you”).

Watch my breakdown of Taylor’s launch.

The Leap by Thinkific

Best Sidecar Launch

A sidecar product is a free offering that complements the core product — it helps to attract customers early in their journey and increase the chances of conversion down the road. Thinkific’s sidecar product, The Leap, may be one of my favorite examples of this. The Leap is an AI-powered tool that helps creators build mobile-first digital products in minutes for free. It was launched in beta in October 2023.

Launch Takeaways:

• Know your customer — The Leap was years in the making. It started as a media property to reach creators early in their journey. They grew to over 50,000 newsletter subscribers and millions of video views on social. The team spent time engaging with this audience which gave them the insight that they needed to build a product strategy.

• Make value tangible — Even though this was a free product, they launched with an interactive demo. Their demo immediately showcased the uniqueness and simpleness of the product in a way that words could never convey.

Watch my breakdown of their launch.

Canva Magic Studio

Best AI Product Launch

It’s impossible to host a launch-themed podcast without talking about Canva. But, I saved up my Canva card for our AI episode. Their launch of Canva Magic Studio was a great example not only of an AI launch, but also a rolling thunder campaign (my fave).

Launch Takeaways:

• Keep the thunder rolling — For 6 months Canva kept the launch drumbeat strong. Each touchpoint reinforced the value, brought the customer deeper into the narrative, and expanded the product’s use case.

• Address concerns upfront — To address potential skepticism and concerns about AI, Canva launched Canva Shield alongside Magic Studio. This set of trust, safety, and privacy controls positioned Canva as a responsible and ethical player in the AI space.

Watch my breakdown of Canva’s launch.

Have a favorite launch you want Andy, Jason and I to cover for Season 2? Hit reply and send me your suggestions!

CAMPER ESSENTIALS

🖥️ Course: Level-up your launch game. Join the next cohort of Ready for Launch and learn how to nail launches from start to finish — from research and strategy, to execution and measurement. Class starts August 29.

🗓️ Events: You’re invited to summer camp, product marketing style — for free! 1 topic. 4 speakers. 1 strategy. Walk away with a step-by-step guide to identifying your ICP and building a holistic marketing plan. Register for free.

Until next week,