Launching a new product or service isn’t just about creating something useful. It’s about building the right buzz before it hits the market. In today’s fast-paced digital landscape, PR professionals must combine traditional methods with creative online tactics to engage the target audience early, spark curiosity, and build momentum.
At its core, public relations (PR) for a launch is about shaping a positive image, increasing brand awareness, and positioning the offering as a must-have for its target market. This article walks through key digital PR strategies—from landing pages to influencer seeding—that help create that much-needed anticipation.
1. Use high-converting landing pages to capture early interest
A landing page acts as a digital front door for your product launch. It provides a space to introduce your product or service, collect emails, and offer sneak peeks. When done right, it converts curiosity into leads and offers valuable data for your broader marketing campaign.
A compelling example comes from Nothing, the tech company behind the Phone (1). Their landing page featured limited-time access and exclusive content, encouraging visitors to register early. The result? They built a waitlist of over 100,000 users before launch. That’s the power of targeted communications paired with sleek design.
To succeed, keep your page simple: one headline, a short explanation of the product or service, a strong visual, and an email capture form. Include shareable content like teaser images or rewards for referrals to drive organic reach. This strategy helps PR agencies align early marketing efforts with audience data collection.
2. Countdown timers and exclusivity to boost urgency
Nothing drives action like a ticking clock. Incorporating a countdown timer into your landing page or social channels can dramatically increase urgency. Whether you’re opening pre-orders, launching on a specific date, or teasing a special reveal, countdowns signal scarcity and time-sensitivity—key psychological triggers.
A good example is Apple’s annual keynote countdown. Even before the event, their official site runs a minimal timer that fuels speculation and excitement. You don’t need Apple’s budget—just a clear PR strategy and consistency in messaging across your media outlets.
Countdowns also work well in email campaigns. When your target audience sees that something big is just hours away, they’re more likely to open, click, and share.
3. Teaser videos that spark curiosity (not oversell)
Teaser videos are an effective way to show just enough to intrigue—but not enough to reveal everything. These short clips should hint at the product or service and build a narrative around what’s coming. The goal is to invite your potential customers into a story, not give away the ending.
For instance, Dyson’s early teaser campaigns often include dramatic close-ups of their latest tech with ambient sound and minimal voice-over. These videos are strategically released on social media and embedded in press kits, helping build a positive image while retaining mystery.
For maximum impact, publish teaser content in stages: a short logo animation, then a feature glimpse, followed by a behind-the-scenes or founder quote. This phased approach supports your PR strategy and builds anticipation in waves.
4. Influencer seeding and early reviews for credibility
No digital launch is complete without smart influencer seeding. This tactic involves sending early versions of your product or service to carefully selected influencers—ideally those aligned with your target market and values. The aim is to generate authentic buzz before the official press release goes out.
Glossier, the beauty brand, mastered this approach. Before launching new products, they seed niche micro-influencers in the skincare community. These creators often post unboxing videos or first impressions, offering their audience early access and boosting brand awareness.
For best results, choose influencers based on engagement, not just follower count. Brief them on your key messages, but allow creative freedom. Organic storytelling by credible voices strengthens your public relations PR push and amplifies your marketing strategy across channels.
Final thoughts: Let PR lead your product launch success
Digital-first PR strategies are now essential for any product debut. From landing pages and teaser videos to influencer partnerships and countdowns, these tools help you reach your target audience where they are—and turn interest into action.
If you’re planning a product launch, consider how your marketing through public relations can support a stronger outcome. Align your tactics with your audience, your narrative, and your launch timeline.
Need help shaping your next big launch? Partner with a public relations agency that understands how to build anticipation, spark conversations, and drive measurable results. Get in touch with our team at Elliot & Co. to see how the right field of communications can power your next marketing campaign.
