7 standout examples of pre-launch marketing campaign examples

One of the cleaner examples of pre-launch marketing campaign examples in the last couple of years is Duolingo Max, the AI-powered premium tier of the popular language app.

Instead of blasting a generic announcement, Duolingo quietly rolled out limited beta access, then used scarcity and social proof to build buzz:

Early access was restricted to select users and markets, making it feel like a private club.
The product team shared sneak peeks of AI features (like “Explain My Answer”) in plain language, not technical jargon.
Duolingo’s famously chaotic social accounts amplified user reactions, turning screenshots and tweets into organic advertising.

The interesting part: the pre-launch wasn’t just about hype; it was about education. AI features can confuse users, so the campaign focused on short, clear explanations of what Max did and why it mattered. That’s a pattern you’ll see across the best examples: pre-launch time is used to teach as much as to tease.

If you’re launching something technically advanced in 2024–2025 (AI, crypto, complex B2B tools), borrow this play. Start with a small beta, document how real users benefit, and turn those stories into your pre-launch content engine.

2. Superhuman: Application-only onboarding as a status signal

If you want an example of a pre-launch strategy that created mystique, Superhuman’s email client is still a reference point.

Superhuman ran in “pre-launch mode” for years. You couldn’t just sign up; you had to apply and wait. That friction was intentional:

The application form collected data on users’ email pain points.
Onboarding calls turned into mini user research sessions.
The long wait times (sometimes weeks) made acceptance feel like an upgrade.

This is one of the best examples of pre-launch marketing campaign examples where the product experience and the marketing were effectively the same thing. The entire pre-launch funnel was built to:

Filter for power users who would talk about the product.
Create a sense of scarcity around something as boring as email.
Generate a backlog of demand before fully opening the doors.

If your product targets professionals or high-intent users, consider an application-only or invite-only phase as part of your pre-launch. It’s not just about ego; it gives you time to fix onboarding, pricing, and messaging before the masses show up.

3. Notion AI: Waitlist + in-product prompts

When Notion introduced Notion AI, they didn’t run a huge ad campaign. Instead, they used their own product as the main pre-launch channel.

This is one of the more instructive examples of pre-launch marketing campaign examples because it shows how to turn existing users into your launch pad:

Notion added a simple “Join the waitlist for Notion AI” prompt directly inside the app.
Users saw mockups and short descriptions of what AI could do for their existing workflows.
The team sent periodic emails with updates, demos, and early access invites.

The result: a massive waitlist, high engagement, and a user base that already understood the value before the feature even launched.

The lesson for 2024–2025 launches: if you already have traffic or users anywhere (app, website, newsletter), your best examples of pre-launch marketing campaign examples will probably come from treating those surfaces as your primary channels instead of chasing new ones.

4. Nothing Phone: Community-first hardware launch

Hardware launches are risky. Inventory, logistics, and manufacturing leave little room for error. That’s why the Nothing Phone launch is one of the more interesting real examples of pre-launch strategy in the hardware space.

Before the first phone shipped, Nothing:

Built a community of tech enthusiasts and early adopters in Discord and social channels.
Released limited-edition products (like the Ear 1 earbuds) to test demand and brand positioning.
Dropped teaser videos showing the transparent design and lighting effects without revealing full specs.

Instead of trying to beat Apple on specs, they marketed around identity: a phone for people who were bored with the same old rectangles. The pre-launch period was used to test that narrative and refine the story.

If you’re working on hardware or any physical product, this is one of the best examples to study: treat pre-launch as a series of small, public experiments. Tease design elements, test messaging, and gather feedback in real time.

For data on consumer tech adoption patterns and early adoption behavior, the Pew Research Center regularly publishes technology trend reports that can help you size and segment your potential early adopter audience (see: pewresearch.org).

Media companies offer surprisingly useful examples of pre-launch marketing campaign examples because they live and die by audience engagement.

When Morning Brew spun up new newsletters (like Marketing Brew or Retail Brew), they didn’t just launch and hope people would find them. Their pattern looked like this:

Soft announcements inside the main Morning Brew newsletter with a simple CTA: “Sign up to get on the list.”
Short descriptions of what the new newsletter would cover and who it was for.
Testing of subject lines and angles in the main newsletter before locking in positioning.

This is one of the cleanest real examples of using an existing content channel as a pre-launch lab. The team could see which topics and audiences responded before investing in full editorial and sponsorship teams.

If you already have a newsletter, blog, or podcast, consider this example of a low-risk pre-launch strategy: announce the new thing as a “coming soon” opt-in, then build based on who actually raises their hand.

For broader marketing trend context, the U.S. Small Business Administration and similar agencies maintain resources on digital marketing and audience-building strategies that can help you benchmark your approach (see: sba.gov).

6. DTC beauty and skincare: TikTok teasers and waitlists

In 2024–2025, some of the sharpest examples of pre-launch marketing campaign examples come from direct-to-consumer beauty and skincare brands that live on TikTok and Instagram.

The common pattern:

Founders and formulators show behind-the-scenes footage: lab work, packaging decisions, ingredient sourcing.
They ask followers to vote on shades, scents, or product names, effectively pre-validating SKUs.
A simple waitlist or “notify me when this drops” form collects email and SMS.

By the time the product launches, there’s already:

Social proof in the form of comments and shares.
A list of buyers who feel like they helped build the product.
A backlog of UGC ready to go live on launch week.

One of the best examples here: brands that use TikTok “get ready with me” content to test how a product fits into real routines before launch. Instead of glossy ads, they show messy, everyday use. That authenticity tends to outperform polished campaigns, especially with Gen Z.

If you’re in beauty, wellness, or consumer goods, this is a category where the best examples of pre-launch marketing campaign examples are often low-budget but high-intent. Consistency and authenticity matter more than cinematic production.

For health-related claims or ingredients, it’s smart to cross-check information with reputable medical sources like the National Institutes of Health (nih.gov) or Mayo Clinic (mayoclinic.org) so your pre-launch messaging stays accurate and credible.

7. B2B SaaS: Problem-first pre-launch with content and webinars

Not all examples of pre-launch marketing campaign examples are flashy. Some of the most effective ones in B2B look almost boring from the outside—but they convert.

Here’s a typical pattern for a B2B SaaS platform entering a crowded category in 2024–2025:

The team publishes problem-focused content months before launch: blog posts, LinkedIn threads, and short videos about the pain points they’re solving.
They host webinars or live demos showing ugly, real workflows—spreadsheets, copy-paste nightmares, manual processes.
At the end of each piece of content, they add a simple CTA: “We’re building something to fix this. Want early access?”

This is one of the more underrated real examples of pre-launch marketing campaign examples because it builds an audience around the problem, not the product. By the time the product is ready, the market already sees the team as subject-matter experts.

If you’re planning a B2B launch, combine this with a closed beta for a small group of design partners. Let them shape the roadmap, then turn their results into case studies you can use on launch day.

For data on small business and industry trends that can inform your positioning, the U.S. Census Bureau and Bureau of Labor Statistics offer free, detailed datasets (census.gov, bls.gov).

Patterns across the best examples of pre-launch marketing campaign examples

Looking across these stories, a few patterns keep showing up in the best examples of pre-launch marketing campaign examples:

1. They start earlier than you think.
Most successful teams treat pre-launch as a 60–180 day phase, not a two-week teaser. That gives them time to:

Test messaging and positioning.
Collect waitlist signups and beta users.
Fix product issues before a public release.

2. They build around a core narrative.
Superhuman wasn’t just “a faster email client.” Nothing wasn’t just “another Android phone.” The strongest campaigns pick a simple, sharp story and repeat it everywhere.

3. They use real users as marketing assets.
From Duolingo Max to DTC beauty launches, the most effective examples of pre-launch marketing campaign examples turn early users into co-marketers. Screenshots, testimonials, and UGC become the primary creative.

4. They keep the ask simple.
In almost every example of a pre-launch that worked, the main call-to-action was straightforward:

Join the waitlist.
Request early access.
Sign up for the first webinar.

If your pre-launch has five different CTAs, you’re making life harder for yourself.

5. They measure and iterate.
The standout real examples don’t just “run a campaign”; they treat pre-launch as a series of experiments. They track:

Conversion rates from teaser content to waitlist.
Engagement on different narratives or feature sets.
Feedback from beta users that shapes the product and the messaging.

That iterative loop is what separates forgettable campaigns from the best examples of pre-launch marketing campaign examples.

How to adapt these examples to your own launch

You don’t need a giant budget to borrow from these real examples. You do need discipline.

Here’s how to translate the patterns into your own plan:

Start with your core audience and problem.
Before you copy any example of a tactic, write down:

Who you’re launching for (be specific).
The top 2–3 problems you’re solving.
Where those people already spend time online.

Your channel mix should flow from that. A B2B workflow tool probably doesn’t need TikTok teasers. A Gen Z skincare line probably doesn’t need long-form LinkedIn posts.

Decide your pre-launch offer.
Looking at the best examples of pre-launch marketing campaign examples, you’ll notice there’s usually one clear offer:

Early access or beta.
Discounted founding member pricing.
Limited-edition product run.

Pick one and make it meaningful enough that people feel smart for signing up early.

Build one primary funnel, not five.
Choose your main path:

Social content → landing page → waitlist.
Newsletter content → early access form.
Webinar → beta signup.

You can add more later, but during pre-launch, focus on making one funnel convert really well.

Use content to educate, not just tease.
The most useful examples of pre-launch marketing campaign examples do a lot of explaining:

What problem are you solving?
Why does the current way of doing things fall short?
How will life look different with your product in the mix?

Think in terms of short explainers, behind-the-scenes posts, and real use cases—not just glossy “coming soon” visuals.

Plan your handoff from pre-launch to launch.
Many teams treat launch day as the finish line. The best examples treat it as a midpoint. Before you start your pre-launch, decide:

How you’ll convert waitlist members (email sequences, offers, onboarding).
What content or campaigns will go live in the first 2–4 weeks after launch.
How you’ll keep early users engaged and talking about you.

That way, all the demand you generate with your pre-launch doesn’t evaporate after the first announcement.

FAQ: examples of pre-launch marketing campaign examples

Q: What are some simple examples of pre-launch marketing campaign examples for a small startup?
For a small team, keep it lean: a single landing page with a clear value proposition, a waitlist form, and a short email sequence. Share behind-the-scenes updates on one or two social platforms where your audience actually hangs out. Run a small beta with 20–50 users, then turn their feedback and wins into launch-week content. That’s often more effective than trying to copy big-budget brand stunts.

Q: Can you give an example of a pre-launch strategy that works for B2B?
A classic B2B example of a solid pre-launch strategy: start publishing problem-focused articles and LinkedIn posts 2–3 months before launch, host a live webinar showing the painful status quo, and invite attendees to join a private beta. Use their feedback to refine your messaging. By launch, you have case studies, testimonials, and a warm audience instead of shouting into the void.

Q: How long should a pre-launch campaign run?
Most real examples fall in the 4–12 week range. Shorter than that and you don’t have time to test messaging or build a meaningful waitlist. Longer than that and you risk fatiguing your audience unless you have a clear content plan and product updates to share.

Q: Do I need a big audience to run a successful pre-launch?
No. Many of the best examples of pre-launch marketing campaign examples started with tiny lists and small communities. What matters is relevance and intent. A waitlist of 500 highly targeted people who deeply feel the problem you’re solving is more valuable than 50,000 random signups who clicked on a viral ad once.

Q: How do I measure if my pre-launch campaign is working?
Track a few simple metrics: number of qualified waitlist signups, conversion rate from views to signups on your landing page, engagement on your pre-launch content (comments, shares, replies), and beta user activation (how many actually use the product). These numbers will tell you if your story is landing and whether you’re ready for a broader launch.

7 standout examples of pre-launch marketing campaign examples that actually moved the needle