Gained Over 200k Registrations Through the Use of an Infographic
In the summer of 2011, a unique pre-launch campaign by Vizualize.me, a visual resume and infographic creation platform, captured the attention of tens of millions of readers worldwide. The campaign, marked by an intriguing infographic resume of Ashton Kutcher, was a masterclass in viral marketing.
The list of design and tech blogs targeted for the campaign was extensive, encompassing hundreds of small, niche sites. Despite their relatively small readerships, these sites collectively boasted a combined audience in the tens of millions. Many of these niche blogs had small but loyal followings, making them an attractive target for the campaign.
To find these influencer sites, potential users were asked where they got their news, and smaller, niche sites were sought out by going beyond the first page of search results. The search results, however, do not provide information about which media outlets were chosen for the dissemination of the infographic during Vizualize.me's pre-launch campaign.
The engine of growth for the company was referrals, which were incentivized by promising early access. In mid 2011, 67% of signups were from referrals, with a viral coefficient of around 2x. The campaign's anchor content was the Ashton Kutcher infographic, suggested by @andyyangstar. Many small blogs obliged to share the pre-launch story with the infographic.
The impact of any PR campaign is temporary and will give a temporary increase in traffic. However, the Vizualize.me pre-launch campaign garnered over 200k email sign ups in less than 3 months for a product that didn't exist yet. Interest in the story trickled upwards, with medium blogs reblogging the story and eventually the "big" media sites taking notice. The company was eventually featured on larger sites like Forbes, Mashable, and Techcrunch, and on mainstream media such as NBC and BBC.
The first "big" blog to contact was Fastco Design. Many other influential blogs followed suit, with the list being categorized into an "Influencer Pyramid" with smaller blogs at the base and larger blogs at the top. To express gratitude, the company sent thank-you notes to bloggers and influencers who wrote about them, with hundreds of emails being sent out manually.
Tools like OpenSiteExplorer, SimilarWeb, Alexa, and Buzzsumo can be used to find influencer sites. It is easier to pitch a story to a small blog than to a large media site. Competitor or complimentary product's referral sites can also be used to find influencer sites.
In conclusion, Vizualize.me's pre-launch campaign serves as a shining example of effective viral marketing. By targeting the right audience and creating engaging, shareable content, the company was able to generate significant interest and secure a strong user base before the product's official launch.
