Using a Giveaway to Launch a New Product
Launching a new product is nerve-racking. You've spent weeks or months on it, and now you need people to notice. A giveaway is one of the simplest ways to create a moment around a launch: it gives followers a reason to pay attention, talk about the product and share it with friends.
But a launch giveaway works best when it's designed around the product, not bolted on. Here's how to plan one from start to finish.
Decide what the giveaway is for
Before you write a caption, pick the main goal. Different goals lead to different choices:
- Awareness: you want as many relevant people as possible to see the product. Keep entry simple and the prize clearly linked to the launch.
- Feedback: you want to hear what people think. Ask a question in the entry comment, like which color they'd choose or how they'd use it.
- First reviews and photos: you want early users to share real experiences. Give away several units rather than one.
- Pre-orders: you want to build demand before stock arrives. Pair the giveaway with an early-access offer for everyone who entered.
You can have more than one goal, but pick a main one. It'll make every other decision easier.
Make the new product the prize
It sounds obvious, but it's easy to get wrong. If you're launching a new candle scent and you give away a gift card, entrants are focused on the gift card. Give away the new product itself, perhaps with something from your existing range, so the people entering are the people who want what you just made.
Being among the first to own something new is part of the appeal. Say so: "Be one of the first three people to get it."
Plan the timing around the launch
There are three common approaches, each with a different feel:
| Timing | How it works | Good for |
|---|---|---|
| Before launch | Tease the product and give away early units | Building anticipation, pre-orders |
| Launch day | Announce the product and the giveaway together | A single big moment |
| After launch | Run the giveaway once the product is on sale | Reviews, a second wave of attention |
Before-launch giveaways need stock ready earlier, so check your production schedule. If you're not sure the product will ship on time, don't promise a delivery date you can't keep.
Write an entry prompt that teaches people about the product
A launch giveaway is a chance to explain what's new. Use the entry comment to get people thinking about it:
- "Comment which of the three colors you'd pick."
- "Tell us where you'd use it: home, office or travel."
- "What's the first thing you'd make with it?"
These comments double as useful feedback. Many brands find that the answers to a good question are worth as much as the extra reach. If you also want a hashtag in the comment, say so clearly and use RaffleSelect's hashtag filter to count only entries that include it.
Run it across your channels
If your audience is spread across Instagram, TikTok, YouTube or Facebook, you may want to post the launch on each. You have two options:
- Separate giveaways on each platform, with separate winners. Simple, and each audience gets its own prize.
- One combined giveaway, where entries from every post go into a single draw. RaffleSelect's multi-network option on the Platinum plan does this.
If you combine entries, decide whether someone who enters on two platforms gets two entries or one, and write it into your rules.
Pick several winners if you want reviews
One winner gives you one unboxing. Several winners give you several perspectives. When you run the draw, choose the number of winners you need, and add substitutes in case anyone doesn't respond. You can gently ask winners if they'd be happy to share a photo or honest thoughts, but don't make a positive review a condition of winning. Honest feedback is more useful and more credible.
Turn the reveal into launch content
The winner announcement is another chance to show the product:
- Record the draw with the countdown (Gold and Platinum) for a bit of suspense.
- Add your logo with branding so the result matches your launch visuals.
- Post the winner certificate, then follow up with a photo of the prize being packed.
Look after everyone who didn't win
Most entrants won't win, but they've just shown interest in your new product. That's exactly the audience you want to reach. Offer them something: an early-bird discount, free shipping on launch week, or first access when stock arrives. Keep it time-limited and easy to use.
After the launch, look back
Once the dust settles, note what happened. Did comments come from people who match your customers? Which question got the most thoughtful answers? Did the follow-up offer get used? Your own notes will tell you more about your next launch than any general advice.
Ready to launch? Set up your giveaway draw on RaffleSelect and pick your first winners when entries close.