Business owners often face significant challenges, not only in attracting potential buyers to view ads, but also in persuading them to make a purchase immediately. Actually, there is a great strategy to make this happen, which is by doing a product campaign.

However, the reality is that many product campaigns still fail to leave a lasting impression on potential buyers, and as a result, they are often overlooked by the audience. To prevent this from happening to your business, let's learn how to create a memorable product campaign in this article!

Understanding Product Campaigns

A product campaign is an advertising strategy to promote a specific product to potential buyers. These ads are aimed at people who already know what they are looking for. So, when they click on the ad, the product they are looking for appears immediately, making the purchasing process faster.

Product campaigns can be run through Google Shopping or digital advertising platforms, such as Facebook Ads. Typically, the ads display images, prices, and complete product descriptions.

Why Are Product Campaigns Necessary?

Consumer behavior in purchasing products differs. Some are just realizing their needs but do not know what product to buy, while others already know their needs and the products that can fulfill them.

Product campaigns actually target people in the second category, namely those who already know the specific product they want to buy to fulfill their needs.

This campaign is different from regular advertisements, where when people click on an ad, they are often directed to the homepage or a general page, so they still have to search for the product they need on their own.

This is not the case with product campaigns, which facilitate potential buyers by providing product information and purchasing features simultaneously.

For example, a product campaign targets people who already know they want to buy an “iPhone 17 Pro,” not just an “iPhone.” Therefore, a product campaign is a marketing strategy that businesses need to implement to increase their chances of conversion.

Benefits of Product Campaigns

Now that you understand the importance of running a product campaign, let's take a look at some of the benefits you can get from implementing it. Here are the details:

Expanding market reach: The process of introducing new products can reach a wider audience.
More efficient ad management: Thousands of product ads can be managed quickly and automatically.
More economical advertising costs: CPC (Cost per Click) is relatively cheaper because it targets specific products or terms that are not too competitive.
Higher conversion opportunities: Potential buyers already know the product price before clicking, making them more likely to make a purchase.
Increased Click-Through Rate (CTR): Displaying numbers or product stock quantities in ads can create a sense of urgency, encouraging potential buyers to click immediately.
Evaluating strategies is easier: Marketers can determine the effectiveness of other marketing strategies and make the necessary improvements.

Examples of Phenomenal Product Campaigns

In fact, numerous brands have successfully launched phenomenal product campaigns and achieved substantial sales increases. Some examples of phenomenal product campaigns from major brands include:

1. Indomie - Indomie Hype Abis

Indomie - Indomie Hype Abis.webp — Source: YouTube

Indomie Hype Abis is a new variant of Indomie that comes in unique flavors, such as seblak hot jeletot, fried noodles with ayam geprek flavor, sambal matah, and mie nyemek Bangladesh'e. Their target market is clear: young people who enjoy spicy food and are open to trying new and unique flavors.

Some of the product campaign strategies implemented include using a youth-oriented product name (Hype Abis), hosting a challenge with the theme of eating spicy Indomie, and utilizing influencer marketing campaigns to expand reach.

2. Netflix - Stranger Things Themed Snacks

Screenshot 2025-10-06 141525.png — Source: Trend Hunter

Netflix launched a product campaign featuring snacks with a Stranger Things theme. The aim was to promote its popular series of the same title.

To execute this campaign, Netflix collaborated with various snack brands, including Eggo Waffles, the favorite food of the main character in the series. The packaging for the Stranger Things-themed snacks was designed with elements from the Upside Down, the Demogorgon monster, and an 80s retro vibe.

3. Heinz - Red HTK 57

Heinz - Red HTK 57.webp — Source: Decorating Matters

Heinz collaborated with the home decor brand Lick to create a limited-edition interior paint called Red HTK 57. This paint has a color that is identical to Heinz Tomato Ketchup. Red HTK 57 is a matte paint product made in limited quantities, namely 570 cans.

In addition to implementing a scarcity marketing strategy by limiting the number of products, Heinz and Lick also collaborated with Tash Bradley, a color psychology expert. She describes Red HTK 57 as “energizing” and “eye-catching,” which will make a home look more “alive.”

How to Run a Memorable Product Campaign

At this point, are you considering running a product campaign for your business? If so, here are the step-by-step instructions for running a product campaign that you can follow:

1. Identifying the Product Market

In this first stage, you need to analyze the type of product, product price, customer type, customer geographic area, and customer desires.

This step must be taken to ensure the campaign is not run carelessly, but rather attracts the attention of potential customers and has a relatively high chance of conversion. To help the identification process, you can answer the following questions:

Who are the main potential customers being targeted?
How wide is the range of products offered? Is there one variant or many variants?
What is the price of the product, and is it in line with the purchasing power of the target market?
How does the product reach customers? Is it through physical stores, e-commerce, distributors, or a combination of several methods?

2. Creating Buyer Personas

Buyer personas are detailed descriptions of potential customers. These descriptions are compiled based on the needs and preferences of potential customers, their characteristics or profiles, and the problems they face.

Do not forget to identify how your product works to solve the problems of potential customers. To make it easier, try using the answers to the questions above.

It would not be a problem to involve analysts or strategists to research consumer shopping patterns for similar products. That way, you can create an accurate buyer persona so that your product campaign is more effective.

3. Determining Brand Positioning and Messaging

The third step is to determine brand positioning, which is how consumers perceive a product. Brand positioning makes a product appear different and superior to its competitors.

Next, you also need to determine brand messaging or the main message you want to convey to consumers. Ensure that you convey a consistent message to help consumers understand the value of the product.

Below are some key questions that can help you determine your brand positioning and brand messaging:

Why should consumers believe in or invest in your product?
What makes your product unique?
Does your product offer something that competitors' products do not provide?
What makes your product features suitable for a specific target audience?

4. Setting the Product Marketing Goals

Remember, every product campaign must have clear goals so that the strategy is appropriate and measurable. In general, product campaign goals include the following:

Increase revenue.
Build engagement with customers.
Increase brand recognition.
Attract competitor customers.

5. Determining the Offer Price

At this stage, the marketing team, together with sales and product development, must determine the most appropriate pricing strategy. Two main approaches that are often used to determine pricing strategies are:

Competitive pricing: Product prices are determined based on the prices of similar products. The goal is to ensure that the product is not too expensive compared to competitors and can compete in the market.
Value-based pricing: Product prices are determined based on the value or benefits customers perceive, rather than just market prices.

In addition to determining the pricing strategy, the marketing team and other relevant teams also need to plan whether the price will be announced before or on the product launch date.

6. Communicating with the Internal Team

Coordination or communication with the internal team aims to ensure that all team members understand the product launch strategy, so they are in sync in conveying the message to the market or in branding. Some of the information that needs to be communicated includes:

Product features and benefits to be highlighted (brand positioning).
The main message to be conveyed (brand messaging).
Ideal target customers (buyer persona).
How to use the product.
The product launch timeline.
The main objectives of the product for the company are.
Sales training opportunities to enable them to sell the product effectively.

7. Executing Product Launch

There are several channels commonly used for product launches to the market, including:

Pre-launch preview: Providing limited invitations to loyal customers or influencers to try the product first.
In-store event: Holding a special event at the store to demonstrate the product and offer launch discounts.
Website or landing page: Creating a special page containing product details and a CTA for pre-orders.
Content marketing campaign: Distributing content across various platforms, such as social media (posting teasers and holding hashtag campaigns) or blogs (writing educational articles or in-depth explanations about the product).
Affiliate marketing campaign: Collaborating with third parties (affiliates, publishers, influencers) to promote the product and providing them with a commission for each sale they generate.
Online/offline events: Hold events such as webinars, product showcases, or launch events at malls.

Generally, many brands combine multiple channels when releasing new products. The goal is to reach a wider audience.

8. Collaboration with VISUWISU

In fact, some companies experience several obstacles in running product campaigns. The obstacles vary, ranging from a lack of manpower to limited time to create unique and fresh campaign ideas.

If your company is experiencing these challenges, we recommend utilizing Creative Development Services by VISUWISU. The VISUWISU team is experienced in assisting brands with unique and out-of-the-box product campaigns. Simply provide us with a brief, and we will execute it.

In addition to the strategic services mentioned above, you can also sign up and subscribe to the VISUWISU Design Subscription App to request various designs that can support your campaign. Everything is integrated into one app, so you do not have to go through the hassle of searching for freelancers here and there to assist with your campaign needs.

Interested in giving it a try? Contact VISUWISU now and receive a complimentary consultation for your brand's campaign needs!

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