A 8 Step New Product Launch Strategy
(and we dropped a bonus in there!)
In 2025, a great product isn’t enough — It’s success is often defined not just by what it is, but how it’s introduced - so how you launch it really makes the difference. Without the correct balance of strategy and flamboyance, even the best products can suffer. Just look at how the iPhone became iconic — not just through innovation, but through Steve Jobs’ expertly choregraphed rollout. Still in 2025, attention is currency, so if you’ve created the next big thing, give it the launch it deserves ,with these simple steps:
1. Plan your strategy in detail
Success starts with a solid plan. Break down your campaign into a detailed roadmap with clear roles, timelines, and KPIs. In 2025, agility is just as important as preparation — build in space for testing, learning, and adapting. Anticipate risks and map out your contingencies early.
From logistics to legal to storytelling, being proactive helps your team stay aligned and confident through launch day and beyond.
2. Make sure your brand has presence
A record-breaking moment is only powerful if people know it’s happening. Use an integrated, omni-channel approach — combine organic and paid social, digital advertising, PR, and experiential media. Understand your audience’s behaviour and tailor content to when and where they’re most active. In today’s algorithm-driven world, high-performing creative and strategic distribution go hand-in-hand.
Take Volvo Group North America’s record for the Largest object unboxed record — its heartwarming reveal video captured 25M+ views in under two weeks, proving the power of purposeful storytelling amplified at scale.
3. Build suspense
Pre-launch hype is everything. Tease just enough to spark curiosity without giving it all away. Invite people into the story with interactive content, countdowns, behind-the-scenes glimpses, or even a surprise giveaway. When Fiji Airways offered five lucky couples the chance to break the world record for the Highest altitude wedding on an aircraft they didn’t just rebrand — they created a love story. With 400+ entries and huge engagement, this campaign demonstrated that letting your audience feel involved is key to making them care.
4. Make the launch an Event
Product launches in 2025 are as much about the moment as the message. Create a live, emotional, shareable experience that taps into your brand’s identity. A record attempt can transform your launch into a global talking point.Just look at when Jaguar’s E-PACE defied gravity to recreate a dramatic James Bond stunt with the Furthest barrel roll in a production vehicle. The barrel roll film was the most successful launch in Jaguar’s history measured by PR reach, achieving over 5.5 million views in the first week and generating over 460 broadcast news segments, and made the E-PACE’s debut one of the brand’s most successful launch ever. Make your moment big, bold, and buzz-worthy.
5. Make the product available to relevant influencers
Social proof is a game-changer. Today’s consumers trust creators who reflect their values and interests. Whether it’s niche micro-influencers or household names, find the right voices to tell your story. Equip them with exclusive access, behind-the-scenes content, and shareable assets to spark excitement.
Strategic influencer partnerships can extend your reach, amplify credibility, and build FOMO at lightning speed.
6. Keep up the momentum
The launch is just the beginning. Think beyond the big day with a post-launch marketing plan that sustains interest and deepens connection. Use user-generated content, community shoutouts, follow-up PR, email nurturing, and retargeting ads to keep your product top-of-mind. Keep engaging, listening, and evolving — in the attention economy, consistency turns hype into loyalty.7. Capture and Repurpose Content
Don’t let your launch content live and die in a single moment.
Plan ahead to capture high-quality photos, videos, interviews, and behind-the-scenes footage. This content can be turned into post-launch social clips, press kits, case studies, and more. Especially if you're breaking a record — make it go further. Think evergreen.
8. Measure, Analyse & Optimise
Success doesn’t end with launch day. Track key metrics — reach, engagement, sentiment, conversion — and analyse what worked (or didn’t). Use these insights to optimise your next phase of marketing or to inform future launches. Data-driven decision-making ensures your next move is smarter, faster, and even more impactful.BONUS:
Leverage the Record Commercially
If you've broken a world record, it’s a business asset — not just a PR win. Use it in your advertising, sales decks, packaging, internal comms, and events. Activate co-branded assets to turn your record into a long-term marketing and brand equity tool. You can always get back to your account manager or our marketing team if you want to brainstorm new ideas!
