Launching a Product or Campaign on different budgets: $10K vs. $100K vs. $1M using Grassroots marketing at its finest.

Launching a Product or campaign on different budgets: $10K vs. $100K vs. $1M using Grassroots marketing as its finest.

I’ve worked as a marketing manager, a product manager, a media strategist and connections lead.

No matter the budget, the principles of marketing science remain. Every product launch needs a potent mix of insights, strategy, and execution. But the scale? That's where nuances come into play.

$10K Budget:

Big Idea: Even with a shoestring budget, a disruptive idea can make waves. Every good idea needs novelty at its core. Think guerrilla marketing, leveraging viral potential, and grassroots movements.

Channels: Prioritise earned media. Engage influencers on a barter basis. Maximise organic reach with SEO and social.

A Great Example: Dollar Shave Club's Viral Video

Overview: Dollar Shave Club launched with a quirky, humorous, irreverant video featuring its founder, Michael Dubin. The video went viral, amassing millions of views. Watch it and you’ll understand why:

watch it here.

Strategy: By relying on humor, straightforward messaging, and the power of social sharing, they created brand awareness with minimal spend.

Result: The video helped Dollar Shave Club garner 12,000 new subscribers within 48 hours.

$100K Budget:

Big Idea: Elevate your story. Dive deeper into customer insights and pain points. Carve a niche.

Channels: Balance between owned, earned, and paid. Invest in strategic content marketing, partnerships, and selective paid campaigns for key target segments.

A Great Example: Airbnb's "One Less Stranger" Campaign

Watch it here

Overview: Airbnb aimed to reduce the strangeness in the world. Brian Chesky, Airbnb's CEO, gifted one million dollars in the form of ten dollars into the accounts of 100,000 people in the Airbnb community. He urged them to put this donation towards committing one act of hospitality for a stranger, document it, and upload that to social media with the hashtag #OneLessStranger.A small gesture, low costs but a big move.

Strategy: By using a small gesture, Airbnb encouraged real human connection and stories. It was grassroots marketing at its finest.

Result: Thousands of shared stories on social media about kindness, reinforcing Airbnb's brand ethos of belonging. 3 weeks after the launch of the campaign, over 3M people around the world engaged with the campaign, created #OneLessStranger, and were talking about the campaign.

$1M Budget:

Big Idea: Go big or go home. Make a cultural impact. Position your product as not just a solution but a revolution.

Channels: Integrated campaigns across all channels. Premium placements, PR blitz, influencer collaborations, and high-production value content across owned assets.

A Great Example: Glossier Launch for “into the Gloss” : 

Take a peek at some PR for it here on Refinery 29

Glossier, a beauty brand, started as a mere beauty blog named "Into The Gloss" by Emily Weiss. Its evolution into a cosmetics and skincare line is a brilliant case study in grassroots marketing.

A multi pronged Strategy:

Engaging Content: Before launching the product line, "Into The Gloss" established a community by sharing engaging content, beauty routines, and interviews with celebrities about their skincare routines.

Direct Engagement: Glossier heavily engages with its audience on social media platforms, especially Instagram. They frequently use user-generated content in their posts, ask for product feedback, and involve their community in product development.

Pop-Up Experiences: Instead of traditional brick-and-mortar stores, Glossier set up pop-up experiences in various cities around the US, similar to the Trinnhy Woodal pop-ups currently in Westfields.. This allowed them to create a buzz, interact directly with their audience, and make each customer's experience feel special and unique.

Brand Ambassadors: Instead of celebrity endorsements, Glossier relies on everyday users to be their brand ambassadors. By reposting content from real users and giving them a platform, they build a strong sense of community and trust.

Referral Programs: Glossier has a referral program that encourages its community to introduce their friends to the brand, thus harnessing the power of word-of-mouth marketing.

Result:

Glossier's grassroots approach helped them stand out in the crowded beauty industry. Their direct engagement with their community led to a fiercely loyal customer base that feels deeply connected to the brand. This connection is evident in how rapidly they grew, primarily through organic channels and word-of-mouth. By 2019, the company was valued at over $1.2 billion, showcasing the immense potential of grassroots marketing when executed effectively.

So, regardless of the budget: 🔍 Insights are your north star. Understand your audience inside out. 🧠 Strategic Thinking is the backbone. Differentiate or die. 📊 Paid, Owned, Earned Media should be harmonized. It's a symphony, not a solo.

Remember, a product's success isn’t always dictated by its launch budget but by the brilliance of its idea and the effectiveness of its strategy. Let's harness the power of marketing science and make every dollar count!

If you need any help with marketing, insights, strategy or design, get in touch!