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Sample project
A phased digital launch for a new consumer product line
Planned and executed a phased digital go-to-market for a new product line, sequencing paid, owned and earned channels.
- Organisation
- Sample Consumer Brand
- Industry
- Consumer Goods
- Project type
- Product launch
- Period
- 2021–2022
- Role
- Led digital go-to-market planning and cross-channel sequencing.
Photography placeholderA phased digital launch for a new consumer product line — cover, illustrative placeholder
Context
A consumer brand needed a coordinated digital launch for a new product line, without the budget for a single large campaign moment.
Challenge
The launch needed sustained attention over several months rather than a single spike, on a constrained media budget.
Approach
- Sequenced owned, earned and paid activity across launch phases
- Prioritised channels by cost-efficiency and audience fit
- Built a lightweight measurement plan to track phase-by-phase performance
Execution
- Coordinated a teaser, launch and sustain phase across eight weeks
- Reallocated budget mid-launch based on early phase performance
Outcomes
- Sustained digital visibility across the full launch window on a constrained budget
- Mid-launch budget reallocation improved later-phase performance
Lessons
- A phased launch plan should be built to be changed, not just followed
Metrics
3
Distinct launch phases planned and sequenced
Illustrative placeholder metric for sample project
Collaborators: Brand team, Media agency, Retail partners
Tools: Meta Business Suite, Google Ads, Canva