Building a brand launch buzz is all about making the right people excited before you go live. The biggest risk isn’t that your launch will flop, it’s that it will pass by unnoticed.
That’s why, before putting this together, I reached out to our Director of Growth Marketing at 10Web, Sona Mamyan, for some pointers from her experience. She’s been through plenty of launches, and her advice gave me a clear picture of one proven way to make it work. The framework she shared is what we’ve used to build meaningful anticipation, and I’m sharing it here because it works, together with extra buzz ideas you can try.
How to create buzz for my online brand launch?: Our trusted framework
Here’s a short answer: building a brand launch buzz is all about doing the right things in the right order. This is the same framework we’ve used to make launches exciting and talked about long after the big day.
1. Find the audience who will care most
This sounds obvious, but too many launches try to reach everyone. If you go with this as well, you’ll just end up speaking to no one. During our interview, Sona put it simply: “Find the users who would care most about your release.” These are your early adopters, the ones already dealing with the problem you’re solving and ready to get excited about a fix. Figure out who they are, pay attention to what they’re paying attention to, and put your energy where they actually are.
2. Map the voices they trust
Here’s where it gets interesting. Your target audience might follow influencers, sure, but they also listen to niche journalists, course instructors, community leaders, and even power users in industry forums.
Our team always maps this “influence web” before a launch. Once you know who these voices are, you can figure out how to reach them in ways that are relevant and personal.
3. Offer the right incentives
Not every channel works the same way. Paid placements can work for certain creators, but journalists might need an exclusive story that fits their beat. Power users might respond better to early access or a special product tier.
“The trick is to design incentives that are opportunities, not just bribes,” says Sona. That means thinking about what they get out of sharing your story.
4. Show up in their existing spaces
One of my favorite parts of our approach is that it’s not just about your own channels. Where else is your audience already spending time? We’ve had success in:
- Industry-specific newsletters
- Private Slack or Discord groups
- Niche podcasts
- Targeted LinkedIn groups
- Relevant subreddit discussions
The list above might be different depending on your industry, but the point stands: If you can get in front of your customers where they already are, you’re not interrupting, you’re joining the conversation.
5. Sharpen your message
Before you start posting, nail down your message. People should get the value in one quick sentence, and the tone should match the feeling you want to spark. We’ve seen plenty of brand launches fizzle because the message was all over the place. If you’re building a brand launch buzz, this is the part that makes people not only remember your announcement but want to pass it along.
6. Plan the timeline for each channel
This is one of those details that separates rushed launches from well-orchestrated ones. Some channels are plug-and-play. Others need weeks of prep.
Sona’s advice here stuck with me: “Some channels need preliminary reach outs, negotiations, contract signing, content production time.” If you ignore that, you’ll miss the window for a lot of high-impact opportunities.
7. Activate your existing users
Your current customers are often your best advocates. Give them sneak peeks, beta access, or reasons to share your launch. We’ve done simple website promos, referral rewards, and behind-the-scenes content drops just for them. Not only does this make them feel valued, it also creates a wave of organic sharing from people who already trust you.
How are companies building a brand launch buzz in 2025 (and what can you borrow)?
Once you’ve got the framework in place, you can start adding more playful tactics. Some that have worked well for brands:
- Teaser campaigns with cryptic hints
- Countdown graphics
- Contests or giveaways
- Behind-the-scenes video series
- Interactive quizzes or challenges
- Pre-orders or limited drops
These basics still work, but some brands are getting wildly creative with AI and social media right now. Let’s break down a few that really nailed it so you can actually picture what they did and why it worked.
Create launch assets before the product even ships
Instead of shooting endless product photos, Unilever created high-quality digital twins of their new Dove body-care line: 3D, photorealistic versions of the products built in Nvidia’s Omniverse platform.
They fed these into a generative AI system to produce dozens of custom lifestyle visuals: bottles in dreamy bathrooms, on chic vanities, surrounded by flowers or marble… all perfectly on-brand.
Since the assets were digital, they could hand them to influencers instantly, no waiting for samples or shipping delays. Influencers used the visuals in their own content, and the variety made the campaign feel big and everywhere.
Result: Over 3.5 billion social impressions and half of buyers were new customers.
Lesson: Creating on-brand, versatile assets in advance can remove bottlenecks and make your drop feel omnipresent from day one. This is also where a tool like 10Web Branding Kit that can instantly give you your logo, color palette, slogan, and brand voice is gold. You want every piece of content to look and sound like you without endless back-and-forth.
Make every ad feel personal
For their 2025 “Share a Coke” reboot, Coke used AI to change ads in real time based on who was seeing them. For example, if someone had been engaging with music content on Instagram, their ad featured a Coke bottle with their favorite artist’s lyrics. If they were into gaming, they might see a glowing neon Coke can inside a virtual arcade.
Result: Engagement up 25%, conversions up 40%.
Lesson: The fastest way to build hype is to make your audience feel like the launch was made just for them. Even small touches, like a slogan or graphic tailored to a specific group, can make people feel seen, and that’s what gets them excited to share.
Turn a product drop into an interactive art show
Glossier launched its “You Fleur” fragrance in Paris with a two-day pop-up that felt like walking into an art film. Inside, guests could:
- Get their perfume bottle engraved on the spot
- Use an AI station to generate a custom poem inspired by their answers to a short quiz
- Step into an AR “garden” where flowers bloomed around them in real time, perfect for Instagram stories
It was an experience worth telling people about.
Result: $3 million in media impact value in 48 hours.
Lesson: Hybrid experiences, real life plus interactive AI/AR, make people want to share. That shareability is the multiplier.
How to level up your own buzz game?
- Pre-build your brand assets so you can create content (or even AI-generated variants) quickly and keep everything cohesive. This means your logos, fonts, colors, slogans, mission statement, all the things that make your brand instantly recognizable. There are now free tools like 10Web Branding Kit that will do this for you in minutes if you give them a clear description of your brand.
- Personalize wherever you can, even if it’s just swapping a background image or tagline for different audience groups.
- Think “experience first,” what would make someone pull out their phone and post about it? The more unexpected, the better.
What are the most common mistakes during brand launch (and how do you avoid them)?
| Mistake | Why It Hurts | How to Avoid It |
| No emotional hook | If people don’t feel something, they won’t share it. | Lead with why it matters, connect your launch to a bigger story or benefit. |
| Ignoring community platforms | Your best advocates might be in small, private spaces, not public feeds. | Identify and engage in niche forums, Discords, or Slack groups where your audience actually hangs out. |
| Posting too late | Buzz starts weeks before launch day. If you start on launch day, you’ve missed the build-up. | Begin teaser and outreach efforts 4–6 weeks ahead so launch day is the peak, not the start. |
Final takeaway
At the heart of any good buzz is connection. Know exactly who you’re talking to, give them something that sticks in their head, and show up in the places they already hang out. Keep showing up, and the conversations will grow on their own.
Before you start building a brand launch buzz , post your first teaser or drop the big news, make sure the core of your brand is locked in: how it looks, how it sounds, and the one or two lines you’d love people to repeat when they describe you. Once those pieces are solid, every other part of your launch gets easier, and the excitement feels a lot more natural.
That’s also why the free 10Web Branding Kit can be really helpful for your branding. In just a few minutes, it gives you your logo, colors, slogan, and vision statement, so everything you put out feels like it’s coming from the same brand, wherever people see it.
Go from idea to complete brand in minutes.
FAQs
How do I introduce my brand?
Your brand launch strategy can be really simple: just be clear, be short, say who you are, what you do, and why it matters, in one or two sentences. Simple ideas stick for longer.
What’s “buzz” in marketing?
Buzz marketing is when people start talking about you on their own with you not emptying your pockets for it to happen. You give them something exciting or meaningful, and they can’t help but share it.
How do I build brand buzz?
Find the people who’ll care most, give them a story they actually want to pass on, and keep showing up where they spend their time.
How do I tease a brand launch?
Drop little hints: a quick visual, a behind-the-scenes clip, a countdown. Share just enough to make people curious, not enough to give everything away.
Who creates buzz for brands?
A mix of influencers, loyal customers, media, and everyday fans. Your job is to give them something genuine, exciting, and easy to talk about.
