Buddy Media counts seven different types of product launches that happen on the social network, and gives examples of best practices in a white paper aptly called “Your Guide to Successful Product Launches on Facebook.”
A New Addition To An Existing Product Line
B&G Foods’ Cream of Wheat used a new tab on its Facebook page to introduce new hot cereal flavor Cinnabon, and the tab featured a discount coupon for the product.
Spreading The News About A Revolutionary New Product
L’Oreal used teaser images on its pages to drive Facebook users to ammonia-free hair-coloring product INOA, but users had to like INOA before gaining access to further information.
A Maiden Voyage
Carnival Cruise Lines used teaser content on its Facebook page to build up anticipation for the maiden voyage of new ship Carnival Magic, including itineraries, photos, and blog entries.
New Products Every Day
Fashion retailer Gilt Groupe uses its Facebook page to feature a new item every day.
Revealing New Models
Land Rover launched Facebook-exclusive content to back the launches of new models the LR2 and LR4, including allowing users to experiment with customization options.
Sustaining The Buzz
Dreamworks offered its Facebook fans two different trailers for Kung Fu Panda 2.
Supporting A New Charity
Cycle for Survival uses its Facebook page to announce fund-raising milestones, post photos and video, and offer motivational messages leading up to its annual event.
Buddy Media concluded:
Any business vertical can leverage the power of Facebook to support its brand. The one thing that’s important to remember is that Facebook is not a “one-and-done” marketing landscape. Launching a product with the support of Facebook requires vigilance and diligence. Brand managers must be committed to maintaining an ongoing conversation with consumers, while deflecting any negativity that crops up within their brand communities.
Readers, how does this list of seven different types of product launches compare with what you’ve observed?