⚙️ Antimetal’s Anti-Boring Ad Campaign

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Happy Sunday Operators ⚙️

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As I think through the launch, I’ve been diving into what makes a great launch. Poking around, I stumbled upon Antimetal’s latest launch.

Their latest launch went so well that their sales booking link broke. I want to replicate that type of success.

Let’s jump in to see how they did it.

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Setting the Stage

Antimetal’s Anti-Boring Campaign

Antimetal is a SaaS product that aims to help companies save time and money managing their AWS infrastructure.

On April 4th, Antimetal officially launched their new product and website. But what caught everyone's attention was how they executed their launch campaign on social media, particularly on X.

The results were impressive. As of April 7th, just three days after the launch, Antimetal's official launch tweets had garnered a combined 1.5 million views. And that's not all – their influencer marketing campaign, generated an additional 2 million+ views.

Launching a new product is always challenging, but B2B startups face unique hurdles when it comes to generating buzz.

There are 5 common issues that all B2B teams face:

• B2B products are often more complex and niche than consumer products. This can make it harder to capture people's attention and communicate the value proposition clearly.

• B2B purchases often involve multiple stakeholders and longer sales cycles. Generating initial awareness is just one piece of the puzzle.

• B2B startups struggle with limited budgets. This limited budget can make competing with established players in the space difficult.

• Most B2B marketers fall back on traditional tactics like whitepapers, webinars, and email campaigns. These tactics aren't always effective at driving genuine excitement.

• With so many startups vying for attention, making your product stand out can feel impossible. It feels like no matter how innovative or valuable it may be.

This is the problem that Antimetal faced when it launched its AI-powered command and control system for AWS. They knew they had a great product that could solve real problems for their target customers.

But they also knew that getting people to pay attention and care would be an uphill battle.

Fortunately, Antimetal had a secret weapon: a deep understanding of their target audience and the social media landscape they inhabited. By focusing on:

• Leveraging founder-led content

• A compelling asset (their launch video)

• A viral influencer campaign

They were able to cut through the noise and generate massive buzz for their product launch.

Ops Tactic: Have one media asset be the focal point where you drive all launch efforts towards

Why this Matters

B2B is boring. It doesn’t have to be

You might think: "Sure, Antimetal's launch was impressive, but what does that have to do with me?"

The answer is: everything.

When you're launching a new product, you're not just competing with other products in your category.

You're competing with every other company, product, and piece of content that's vying for your target audience's attention.

If you can't find a way to break through the noise and make people take notice, you risk losing out on opportunities to drive awareness, adoption, and revenue.

But the impact of a viral launch goes beyond just the initial buzz.

When done right, it can set your startup up for long-term success by:

• Generating a surge of qualified leads and demo requests

• Building brand awareness and credibility in your target market

• Attracting the attention of potential investors, partners, and top talent

And the best part? You don't need a massive marketing budget or a team of experts to pull it off.

As Antimetal's launch shows, sometimes all it takes is a little creativity, a deep understanding of your audience, and a willingness to take risks and try something new.

In the next section, we'll dive into three specific ways you can do just that, based on the strategies and tactics that Antimetal used to such great effect.

The Blueprint

So, how can you make your B2B product launch go viral like Antimetal did? Here are three key strategies to focus on:

I. Embrace founder-led content

One of the most striking things about Antimetal's launch was the way they centered their founder's voice and personality throughout the campaign.

Rather than relying solely on a corporate brand account, they had their founder, Matt, leading the charge on Twitter.

This approach helped to humanize the brand and create a more authentic connection with their audience.

People want to hear from real people, not faceless brands, and by putting their founder front and center, Antimetal was able to tap into that desire.

To replicate this approach in your own launch, start by building up your founder's personal brand and social media presence well before the launch.

Encourage them to share their thoughts and insights on industry trends, engage with other thought leaders in the space, and build relationships with potential customers and influencers.

Then, when it comes time to launch, make sure your founder is the one leading the charge on social media, sharing the announcement, and engaging with people who respond.

II. Invest in a killer launch video

Another key element of Antimetal's launch was their incredible launch video.

Rather than just putting out a boring press release or blog post, they created a short, attention-grabbing video that perfectly encapsulated their product's value proposition.

The video used humor, pop culture references, and quick cuts to keep viewers engaged, and it did an excellent job of communicating what Antimetal's product actually does and why it matters – all in under a minute.

To create your own standout launch video, start by identifying the key message you want to communicate and the tone you want to strike.

Do you want to be funny? Inspiring? Provocative?

Whatever approach you choose, make sure it aligns with your brand and resonates with your target audience.

Then, work with a talented video production team (or even just a scrappy in-house team) to bring your vision to life.

Focus on creating a video that's short, punchy, and optimized for social media – think square aspect ratios, captions, and visuals that grab attention even without sound.

III. Create a viral influencer campaign

Perhaps the most impressive part of Antimetal's launch was the way they were able to get dozens of influential people in their space to talk about their product on launch day.

Their secret weapon? The "Antimetal Pizza Co." influencer campaign.

By delivering custom-branded pizza boxes to over 1,000 startups and VCs in San Francisco and New York, Antimetal was able to create a viral moment that had everyone talking.

The boxes were clever, funny, and Instagram-worthy, and they gave influencers a reason to share about Antimetal's launch in a way that felt organic and authentic.

To create your own viral influencer campaign, start by identifying the key influencers and thought leaders in your space.

These could be well-known entrepreneurs, investors, journalists, or even just popular accounts on Tech Twitter.

Then, brainstorm a creative way to get them talking about your product on launch day. It could be a physical product like Antimetal's pizza boxes, or it could be a digital asset like a personalized video or a unique piece of content.

The key is to create something that's fun, shareable, and relevant to your product and audience.

And don't be afraid to get a little cheeky or irreverent – as Antimetal showed with their "Slices as a Service" tagline, a little humor can go a long way in getting people's attention.

By focusing on these three key strategies – founder-led content, a killer launch video, and a viral influencer campaign – you'll be well on your way to creating a B2B product launch that breaks through the noise and drives real results for your startup.

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