Overview
Launching a product line from zero
Harborline Goods needed their new Nova line to land with a splash — and with proof of what worked. We built the campaign platform first: positioning, creative system and a landing page instrumented to attribute every sale.
The challenge
A crowded category, a six-week window before peak season, and no existing audience for the new line. Every dollar had to be traceable, and creative had to be produced in parallel with the media plan — not after it.
The approach
We interviewed past customers to find the buying triggers, built three creative territories, and tested them small before scaling. The landing page shipped in week two so learnings compounded instead of arriving at the end.
Outcome
A launch playbook worth repeating
- Sold through the first production run before peak season ended
- Winning creative system reused for two follow-up launches
- Client team trained to run and read the campaigns themselves