The challenge
Feature launches are the hardest thing in consumer marketing to make anyone care about. An announcement post reaches the people who already follow you, and a paid campaign reads as advertising. Neither produces the organic sharing that actually moves awareness for a product update.
The approach
- 01The launch was built as a meme format rather than an announcement, so the post was something an audience would share rather than something a brand was saying.
- 02Distribution ran across established meme and entertainment pages, where share rates are the highest of any format and cost per view is the lowest.
- 03Every post in the campaign was checked against brand guidelines on a daily moderation sweep and rejected if it missed them. That is the layer that makes meme-page reach usable for an enterprise brand.
The result
4 million views, 26,000 likes, and 1,500 comments in seven days for a single feature promotion.