When launching this product, I needed to do more than introduce a new solution—I had to establish feedback bias as a critical problem and position our product as the fix. Since this was an entirely new category for both our company and the HR industry, I moved fast to create awareness, capture organic traffic, and dominate conversations before competitors could.

We started the campaign by launching a 20+ page research report, which became the foundation for a multi-channel content strategy. I transformed key insights into shareable social graphics, video clips, emails, and ads to drive report signups. To engage our audience, I produced a video series featuring HR and DEI thought leaders sharing real experiences with feedback bias, sparking discussions and priming our audience for our upcoming product launch. Simultaneously, I overhauled our blog strategy, implementing SEO briefs and working with freelancers to rank for high-intent keywords, ensuring our brand appeared in relevant search results.

For the product launch, I produced a high-profile webinar featuring industry experts, leading to our highest-ever attendance while showcasing the product to our ICP for the first time. To sustain momentum post-launch, I introduced a podcast, driving ongoing conversations and thought leadership in the space. The campaign successfully positioned our product as the leader in this new category, earning media coverage in Fortune, Forbes, Axios, Business Insider, and Fast Company.