A robust customer foundation is the linchpin of any successful brand. But envision a scenario where the foundation is laid before the business even kicks off. Breaking into a market, especially a saturated one, is daunting. So how do you build a list of eagerly awaiting customers before your product even launches?
1. Glossier – Engaging Beauty Enthusiasts
Blog: 'Into The Gloss' was not just a blog but a beauty bible, sharing in-depth interviews with industry insiders, unfiltered beauty routines, and product recommendations.
Social Engagement: Glossier used Instagram to share snippets from its blog, engage with beauty influencers, and create a dialogue with its followers through Q&A sessions and polls.
Sample Distribution: Before the full product line release, Glossier sent samples to key influencers, creating anticipation and driving organic content generation on social media.
2. Halo Top – Indulgence without Guilt
Visual Teasers: Halo Top’s Instagram was filled with mouth-watering pictures of their ice cream, accentuating the low-calorie count side by side.
Nutritional Transparency: They adopted a transparent approach to ingredients, showcasing the protein content, natural ingredients, and calorie count prominently.
Taste Test Pop-ups: Halo Top organized pop-up events in select cities, offering taste tests, which not only built buzz but also allowed for real-time feedback.
3. Ritual – A Transparent Approach to Wellness
Educational Campaign: Ritual used infographics, short videos, and articles highlighting the gaps in the vitamin industry and how their product stands out.
Engaging Visuals: Their Instagram featured visually-pleasing pill designs and behind-the-scenes glimpses of the sourcing and production process.
User Testimonials: Ritual leveraged reviews and testimonials of early adopters, cementing its place as a trustworthy brand in a saturated market.
4. Dirty Lemon – Text to Hydrate
Text-to-Order System: Dirty Lemon made waves with its unique SMS-based order system, where customers could simply text to order their detoxifying beverages.
Health-centric Content: Through social media, they educated followers about the benefits of their beverages, from detoxifying to boosting energy.
Pop-up Experiences: Dirty Lemon created pop-up events where consumers could taste, engage with nutritionists, and learn about their products.
5. The Ordinary – Simplifying Skincare
Affordable Pricing: The Ordinary disrupted the market by offering high-quality skincare at surprisingly affordable prices.
Transparent Ingredients: Each product was named after its primary ingredient, making it easier for consumers to understand what they were buying.
Educational Sessions: Through webinars and live sessions, they educated consumers about skincare routines, layering products, and the science behind their offerings.
6. Recess – Beverage with Benefits
Bold Design: Recess, a CBD-infused sparkling water, used unique, vibrant designs for its cans, making it stand out.
Mood-focused Marketing: Instead of just focusing on the CBD, Recess positioned itself as a beverage for mood enhancement, relaxation, and creativity.
Pop-up Shops & Events: Collaborating with artists and hosting events, Recess transformed from just a beverage to an entire mood and lifestyle brand.
These brands exemplify that success doesn't merely come from a good product; it’s about sharing the story, connecting with the audience, and building anticipation. By harnessing these principles, any business can achieve a running start, laying the foundation for not just revenue, but genuine brand loyalty.