How a Swedish start-up saved their new product launch with celebrity endorsements
Swedish start-up Another Snus Factory were at a loss when their new product launch coincided with the coronavirus outbreak, rendering their original marketing strategy near-on impossible. They needed to make a swift change to focus on digital initiatives, meaning they had to establish themselves in the digital landscape during one of the most competitive times to date.
How did they break through the noise? They leveraged celebrity endorsements from memmo.me to draw attention to their brand and enable their new product to compete with industry giants.
Dive into this case study with us as we break down the success of Another Snus Factory's digital marketing strategy:
The official launch of the new product
> The original plan
> How they adapted
> Why they chose memmo.me
The new marketing plan
How to launch a new product with celebrity endorsements
The official launch of the new product
The original new product launch plan
Another Snus Factory had big plans to launch Loop, their new tobacco-free nicotine pouches, in 2019. A large proportion of the original strategy centred around in-store marketing, with a particular focus on the Norway-Sweden border to capitalise on the neighbouring market too.
The strategy was also dependent on having a physical presence in arenas during the summer months after launch.
With the sudden implementation of government-imposed restrictions across both countries, Mette Krabbe, Marketing Manager of Another Snus Factory, needed to quickly shift into a new strategy and instead establish a brand presence online.
In a quick turnaround the products were featured on Sweden’s largest portal for snus sales online within just four days.
How they adapted the new product launch
With branding being central to their new product launch strategy, Another Snus Factory needed content that would grab customers' attention whilst still being aligned with their story and values.
They also needed to have flexibility in building the brand during the initial stages of launch to be able to spot what resonated most with their target audience and continue to adapt their strategy accordingly.
The strategy adapted to ensure there was both flexibility and personal expression of the brand in the creatives. They did this through customised celebrity videos to endorse Loop.
Mette Krabbe utilised memmo.me as the tool to solve a classic start-up problem: making your new product stand out in an already saturated market of well-established and trusted competitors.
Why they chose memmo.me
Mette Krabbe says: "As a start-up company, it suits us to find new ways of doing things. This applies to both the product and the marketing. To become relevant and build a relationship with the target group."
"We also want to be a company that adapts our solutions and choices and ambassadors. We want to be able to be flexible instead of working with agreements that run over a longer period of time. We will test many profiles along the way," she continues.
“It is a way to create content cost-effectively. We can beta test profiles and see what our customers like.”
The new product launch marketing plan
Another Snus Factory enlisted the help of four different Swedish celebrities over the course of the launch, varying from the likes of world-famous actors and models to a TikTok comedian.
The plan was to continuously introduce new personalities to the campaign and test who resonates most with their target audience. Mette would then evaluate the celebrities based on which creative resulted in the highest reach, and optimise the marketing strategy from there.
How to launch a new product with celebrity endorsements
- Find the right talent for your brand with help from celebrity video marketing experts at memmo.me
- Create a brief in just 5 minutes
- Receive your customised video, ready to use
- Launch your campaign with personalities your audience already knows and trusts
If you would like to find out more about how your company could benefit from celebrity endorsements then get in touch and we'll help you pave your own success story.
