Framework for Launching a Product

The framework I swear by is: Tease x Hype x Collect x Push/Pull.

First, Tease: Build anticipation and curiosity.

Then, Hype: With a campaign that gets people talking.

Next, Collect: Emails and SMS opt-ins from the hype.

Finally, Push & Pull: With targeted marketing, and promote twice as much as when you were before.

Let’s look at how Puresport’s recent campaign to launch their Salt Electrolyte nailed this framework.

Tease - Build Anticipation & Curiosity

They needed to grab attention immediately.

And the launch video was the perfect teaser.

• Visually striking
• Hinted at the product

But it didn’t give too much away.

And they took the teaser to the next level by including a challenge in the caption:

Guess the phrase related to the new product.

Now the launch became more than something to watch.

It became something to be a part of.

Hype - Build the Buzz

Educate - Why They Need It

Puresport explained how sweating during exercise leads to fluid and sodium loss, which can negatively impact performance if not replenished.

Inspire - Help Them Reach Their Goals

Puresport focused on how Ultra Electrolytes help athletes replace what's lost for better endurance, delayed fatigue, and boosted stamina.

Motivate & Entertain - Make It Irresistible

So they ran a contest in the teaser caption.

Win a year's supply by guessing the phrase correctly and sharing the post.

And they teased exclusive water bottles that would drop on launch day, asking followers to vote for their favorite color.

Impact? They created a sense of urgency and scarcity.

Collect - Build Your Email and SMS List

This is where you capitalize on the hype.

Puresport gave email subs first dibs on the new product drop, and exclusive access to limited-edition merchandise like the Salty Pace water bottles.

And it worked.

Puresport's exclusive bundle sold out within the first week.

Push/Pull - Amplify Your Message

The key is to promote your product 2x as much as your teaser and hype content.

Because only 10-15% of your audience sees that initial content.

But Puresport didn't just push their Salt Electrolyte product; they pulled their audience in with compelling content.

They shared the science behind electrolyte replacement.

They inspired with stories of athletes pushing their limits.

So the next time you’re launching a product, remember this framework:

• Tease
• Hype
• Collect
• Push/Pull