Product Spotlight
Increase product awareness by introducing new or under-discovered products to inactive users and new signups through engaging content.
What are Product Spotlight campaigns?
Product Spotlight campaigns target inactive users and new signups during product campaign launches by introducing new or under-discovered products with content, reviews, and offers. This awareness strategy leverages fresh product introductions to re-engage dormant customers and educate new users about product benefits through strategic spotlight messaging.
Why Product Spotlights Matter
Challenges
Opportunities
Outcomes
Higher Product Discovery Rates
Increased New Product Trial
Better Customer Re-engagement
Who is it for?
Audience
Exclusions
How it Plays Out
A sample sequence for this use case.
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Best Practices
- Focus on product benefits and social proof rather than just features to create emotional connection with new products.
- Include customer reviews and testimonials to build credibility for new or unfamiliar products.
- Target inactive users who haven't seen recent product launches alongside new signups who need product education.
Product Spotlight Examples & Prompts
Channel Examples
Automate with Zenie Prompts
Identifying the right audience for product spotlights requires analyzing engagement patterns and product launch timing. With Zenie, you can automatically target inactive users and new signups with relevant product introductions.
Introduce the latest or under-discovered product with content, reviews, and offer.
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FAQs
Why are product spotlight campaigns effective for increasing awareness?
Product spotlight campaigns work because they combine product education with social proof, making new items feel desirable and trustworthy. D2C marketers see higher trial rates when products are introduced through curated spotlight experiences rather than generic product listings.
Which products should eCommerce brands feature in spotlight campaigns?
D2C businesses should spotlight new launches, seasonal items, under-performing products with potential, and items with strong customer reviews but low visibility. Focus on products that need awareness rather than those already selling well.
How should eCommerce marketers balance product education with promotional messaging?
D2C brands should lead with benefits and social proof before introducing offers. Customers need to understand why they should care about the product before being presented with promotional incentives to purchase.
What timing works best for product spotlight campaigns?
Launch spotlight campaigns immediately after product releases for maximum impact. D2C marketers should also run periodic spotlights for under-discovered existing products to maximize inventory turnover and product awareness.
How do D2C brands measure product spotlight campaign success?
Track product discovery rates, trial conversion rates, engagement with spotlight content, and long-term adoption rates. Monitor whether spotlighted products see sustained sales increases beyond the campaign period for eCommerce businesses.