Case Study: Launching Aero Precision's Lahar-30 Suppressors

01 — Project Objective

The goal here was three-fold:

Launch Aero Precision's introductory suppressor line (the Lahar-30), increase product/launch awareness, and improve end-user education.

02 — Campaign Strategy

I focused on four phases of content to support the project objective: launch teasers, launch package, product education, and post-launch hype.

03 — Campaign Execution

Launch Teasers

I utilized a mix of content (photo, short & long form video, graphics) to not only introduce the product to the world but also craft a sense of allure around it. The suppressor market is over-saturated, so the main hurdle to be conquered was 'why buy ours?'. This is where product education came into play, both pre and post launch.

Product Education

I believe the key to any successful product launch is consumer education. Not only does consumer education allow us to humbly brag about our product offering, but it also allows us to send the message that 'you're spending your hard-earned money on this product, and we want to ensure you know exactly what you're getting before you get it'.

Launch Package

A solid launch package has the potential to make or break a new product launch. I consider a launch package to encompass the content being presented the day prior, day of, and day after the launch. I believe it's important to present your audience with an array of content checking all of the major boxes, photo, video, product hype, product education, and launch announcement.

Post-Launch Hype

The last thing anyone wants is for a product to be forgotten as soon as it's launched. This is why it's key to create engaging and educational content to keep the audience engaged over the delivery period (i.e. bridge the gap between launch and the introduction of UGC). Keeping the momentum alive was a major driving factor when designing this launch plan. It was for this reason that I landed on a two-fold post-launch approach. Creating a cross-platform ASMR series to both entertain and drive home the most prominent draw of the product line and creating a weekly focused educational highlight - two campaigns within a campaign if you will.