How to boost reach for new sandals launches while scaling
For a scaling sandals brand, a new product launch needs to make an impact immediately. Relying only on your primary account and existing ad campaigns limits your reach to people who already know you. By using a managed content network, you push your launch content to a massive new audience, capturing attention and driving sales growth during your critical launch window.
in one network
from your videos
go live
Sandals brand, scaling: new launches don't reach enough people.
Moving beyond the existing follower base
When you are scaling, your existing followers are already converted. To grow, you need to find new buyers. Your current reach is likely tapped out. New product launches are the perfect time to experiment with broader distribution. If you only post on your main page, you are missing out on the vast majority of your potential market. You need to put your product in front of people who do not follow you yet, in a way that feels organic and non-intrusive.
The role of managed networks
A managed content network is a set of many brand-owned Instagram pages that post the brand's existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. This creates a surge of visibility for your new launch. Instead of relying on a single post on one page, you have fifty pages broadcasting your launch content throughout the day.
What to prepare for a launch
You likely have a library of existing video assets. Pull the best ones that show your previous best-sellers and use them to frame the new product launch. Send your provider videos that highlight the specific problem the new sandals solve. Ensure your call to action is consistent across all pages. You should also provide a unique landing page to track the traffic coming from these network accounts, so you can measure the impact on your conversion rates.
Integrating with your current efforts
This strategy should work alongside your existing ad campaigns. While your ads target people based on interest or behavior, the network targets a broad, organic audience. This dual approach maximizes your coverage. During the launch week, turn up the intensity of the network postings. Focus on generating as much traffic as possible to your landing page. This volume provides the data you need to optimize your launch and set up your next growth phase.
One account vs a network
| One brand account | Managed content network | |
|---|---|---|
| Pages | 1 | Dozens, each with its own angle on sandals |
| Posts a day | 1 to 3 | Over 100 |
| Reach | The same followers | New pockets of buyers every day |
| Who runs it | Your team | The provider, end to end |
| Your part | Everything | Send content |
What you would send
Anything you already make for sandals counts.
Use a managed network to complement your paid efforts and ensure your new products get instant, high-volume exposure to new potential customers.
Put your products on 50 pages.
Tell us what your sandals brand sells and how you get customers today. We'll show you a live network and tell you straight if it fits. About the cost of one marketing hire.
Questions brands ask next
Does this hurt my main account?
No, it helps by driving traffic and brand awareness. It acts as a feeder system that increases the visibility of your main brand profile.
How is this different from influencer marketing?
Influencers are one-to-many. A managed network is many-to-many. It is brand-owned, giving you full control over the message and the frequency of posts.
Is the content different?
You can use your best ads as organic posts. The goal is to make them look like native content on each page in the network.