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Product Campaigns

B2C

Apple

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Video

Crossing the Chasm with Jeff Goldblum

Crossing the Chasm with Jeff Goldblum

Bridging the gap to mainstream tech adoption.

Bridging the gap to mainstream tech adoption.

Last week, Chris Handy shared this old Apple ad from 1999 featuring Jeff Goldblum. It’s a great example of Crossing the Chasm, a concept made famous by Geoffrey Moore. The concept refers to the challenge that tech companies face when trying to transition from serving early adopters to reaching a broader mainstream market. As Chris mention in his post: “These days it’s hard to imagine a life without computers, devices, connectivity. But there was a time when people didn’t get it. They didn’t think of themselves as “computer people.” Apple’s product marketing team knew how to bring them along.”

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The Pinks Promise

Pinks promise: on time, every time.

Positioning & Messaging

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The Pinks Promise

Pinks promise: on time, every time.

Positioning & Messaging

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Example

Flush The Competition

Skip the fiber chaos, enjoy the flavor.

Competitive

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Flush The Competition

Skip the fiber chaos, enjoy the flavor.

Competitive

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Example

Duolingo Highlights The Problem They Solve Using a Fake Reality Dating Show

Break barriers, find love through language.

Product Campaigns

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Example

Duolingo Highlights The Problem They Solve Using a Fake Reality Dating Show

Break barriers, find love through language.

Product Campaigns

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Example

A Great Product Demo Video — Hypefury

Show the product's value with a personal touch.

Product Demos

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Example

A Great Product Demo Video — Hypefury

Show the product's value with a personal touch.

Product Demos

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How Wistia Keeps Customers in The Loop

Keep customers informed with regular updates.

Launches

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How Wistia Keeps Customers in The Loop

Keep customers informed with regular updates.

Launches

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Rapper LLMs

Empower your creativity with AI-driven writing tools.

Launches

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Example

Rapper LLMs

Empower your creativity with AI-driven writing tools.

Launches

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Example

Scandit Proves Smartphones CAN handle tough work

Smartphones: tough enough for any job.

Product Campaigns

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Scandit Proves Smartphones CAN handle tough work

Smartphones: tough enough for any job.

Product Campaigns

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Example

Liquid Death Greatest Hates Vol 3

Embrace the hate, own your metal vibe.

Customer Evidence

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Liquid Death Greatest Hates Vol 3

Embrace the hate, own your metal vibe.

Customer Evidence

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Example

Google’s Ad Campaign Comparing Pixel to iPhone

Pixel's charm outshines the aging iPhone.

Competitive

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Google’s Ad Campaign Comparing Pixel to iPhone

Pixel's charm outshines the aging iPhone.

Competitive

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Example

Relume's 1 Hour Site Build

Build your website in under an hour.

Product Demos

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Relume's 1 Hour Site Build

Build your website in under an hour.

Product Demos

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Focus on the Fungus

Focus on the problem, not just the solution.

Positioning & Messaging

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Example

Focus on the Fungus

Focus on the problem, not just the solution.

Positioning & Messaging

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Example

Snoop Goes Smokeless

Snoop Dogg's smokeless fire pit steals the show.

Product Campaigns

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Example

Snoop Goes Smokeless

Snoop Dogg's smokeless fire pit steals the show.

Product Campaigns

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The Mysterious AiPin Launch

Unlock the future with Humane's AI Pin.

Positioning & Messaging

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Example

The Mysterious AiPin Launch

Unlock the future with Humane's AI Pin.

Positioning & Messaging

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A Killer Competitive Campaign

Soda's punchline: Liquid Death's bold roast.

Product Campaigns

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A Killer Competitive Campaign

Soda's punchline: Liquid Death's bold roast.

Product Campaigns

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An A+ Explainer Video

Engage your audience with humor and clarity.

Product Demos

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An A+ Explainer Video

Engage your audience with humor and clarity.

Product Demos

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Rows.com, Gorilla Gear’s Amazing Ad and Klue’s AI Product Marketing

Unlock marketing magic with AI-driven insights.

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Example

Rows.com, Gorilla Gear’s Amazing Ad and Klue’s AI Product Marketing

Unlock marketing magic with AI-driven insights.

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Example

McDonald's Launches a Burger Upgrade

Upgrade your burger experience at McDonald's.

Competitive

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McDonald's Launches a Burger Upgrade

Upgrade your burger experience at McDonald's.

Competitive

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37signals Hates Subscriptions, Ali Abdaal's 'Buy Now' Button, and Fathom Analytics's New Metric

Revolutionize your SaaS with innovative insights.

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Example

37signals Hates Subscriptions, Ali Abdaal's 'Buy Now' Button, and Fathom Analytics's New Metric

Revolutionize your SaaS with innovative insights.

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Send Your Best Email Ever

Send good news with emotional impact.

Positioning & Messaging

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Send Your Best Email Ever

Send good news with emotional impact.

Positioning & Messaging

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Loadster's Hero Messaging, Keyplay Serves an Underserved Market, Fellow.app's Meeting Cost Calculator

Empower your team with smart meeting insights.

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Loadster's Hero Messaging, Keyplay Serves an Underserved Market, Fellow.app's Meeting Cost Calculator

Empower your team with smart meeting insights.

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How to SHOW Your Product’s Value — Tesla’s Cybertruck Races a Porsche 911

Cybertruck: speed and strength in perfect harmony

Launches

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How to SHOW Your Product’s Value — Tesla’s Cybertruck Races a Porsche 911

Cybertruck: speed and strength in perfect harmony

Launches

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Google's Creative AI, IKEA's University Starter Pack, Processkit's Comparison Page

Unlock your potential with smart process comparisons.

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Google's Creative AI, IKEA's University Starter Pack, Processkit's Comparison Page

Unlock your potential with smart process comparisons.

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Proposal Building with Dovetail, Tax Savings with lemon squeezy, Testimonials with Senja

Maximize your impact with powerful testimonials.

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Proposal Building with Dovetail, Tax Savings with lemon squeezy, Testimonials with Senja

Maximize your impact with powerful testimonials.

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Notion's Approach to Influencer Product Marketing

Influencer storytelling meets productivity with Notion.

Customer Evidence

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Notion's Approach to Influencer Product Marketing

Influencer storytelling meets productivity with Notion.

Customer Evidence

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Channel Your Use Cases

Showcase your product in real workflows.

Product Demos

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Channel Your Use Cases

Showcase your product in real workflows.

Product Demos

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An Explainer That Actually Explains

Clear explainer videos that drive customer understanding.

Customer Evidence

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Example

An Explainer That Actually Explains

Clear explainer videos that drive customer understanding.

Customer Evidence

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Example

What Makes a Great Narrative? — Mid-Day Squares

Transform your product into an unforgettable story.

Positioning & Messaging

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What Makes a Great Narrative? — Mid-Day Squares

Transform your product into an unforgettable story.

Positioning & Messaging

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Canva's Magic Studio, Presflow, and Postscript's New Metric

Unlock your creativity with Canva's powerful tools.

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Canva's Magic Studio, Presflow, and Postscript's New Metric

Unlock your creativity with Canva's powerful tools.

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User Evidence's New Homepage, Venmo Targets Families, Section's Course Secret

Unlock user insights for powerful homepage transformations.

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User Evidence's New Homepage, Venmo Targets Families, Section's Course Secret

Unlock user insights for powerful homepage transformations.

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Snoop Dogg Goes Smokeless, Stripe Wins Black Friday, Stanley Mug's Fire Tik Tok Response

Snoop Dogg embraces a smoke-free lifestyle.

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Example

Snoop Dogg Goes Smokeless, Stripe Wins Black Friday, Stanley Mug's Fire Tik Tok Response

Snoop Dogg embraces a smoke-free lifestyle.

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Weighing The Alternatives

Revolutionize your perspective on alternatives in AI.

Positioning & Messaging

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Weighing The Alternatives

Revolutionize your perspective on alternatives in AI.

Positioning & Messaging

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Intercom's Controversial Billboard, Adobe's Plans with Figma, Classic Apple Commercials

Intercom sparks debate with bold billboard campaign

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Intercom's Controversial Billboard, Adobe's Plans with Figma, Classic Apple Commercials

Intercom sparks debate with bold billboard campaign

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Comparing AI vs AL

Transforming competitive intelligence with AI innovation.

Product Campaigns

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Comparing AI vs AL

Transforming competitive intelligence with AI innovation.

Product Campaigns

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A STRONG Demo From Volvo

Experience strength like never before with Volvo.

Product Demos

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A STRONG Demo From Volvo

Experience strength like never before with Volvo.

Product Demos

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The Demo Video Everyone’s Talking About

Unveiling Gemini: AI's dazzling yet deceptive demo.

Product Demos

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The Demo Video Everyone’s Talking About

Unveiling Gemini: AI's dazzling yet deceptive demo.

Product Demos

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A Second Chance at Your First Bank Account

Switch to smarter banking with EQ Bank.

Product Campaigns

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A Second Chance at Your First Bank Account

Switch to smarter banking with EQ Bank.

Product Campaigns

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Relume CTA

Redesigning the web, one demo at a time.

Product Demos

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Relume CTA

Redesigning the web, one demo at a time.

Product Demos

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The Banned Launch

Banned sneakers that broke the rules.

Launches

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Example

The Banned Launch

Banned sneakers that broke the rules.

Launches

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Example

Don’t Get Robbed By Bad Guy AI

Protect your data from bad guy AI threats.

Competitive

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Don’t Get Robbed By Bad Guy AI

Protect your data from bad guy AI threats.

Competitive

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Something has Hunter on the verge of snapping...

Track competitors effortlessly, win more deals.

Positioning & Messaging

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Example

Something has Hunter on the verge of snapping...

Track competitors effortlessly, win more deals.

Positioning & Messaging

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Postscript Creates a “Serious” Show About AI

Educate, innovate, and lead in AI ecommerce.

Product Campaigns

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Postscript Creates a “Serious” Show About AI

Educate, innovate, and lead in AI ecommerce.

Product Campaigns

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Competitive Converting Kit

Switch easily with the convert to Beehiiv kit.

Competitive

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Competitive Converting Kit

Switch easily with the convert to Beehiiv kit.

Competitive

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Founder-Led Product Overview

Engage users with compelling video and interactive demos.

Product Demos

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Founder-Led Product Overview

Engage users with compelling video and interactive demos.

Product Demos

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The Great Ignore

Experience the thrill of "The Great Ignore."

Launches

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The Great Ignore

Experience the thrill of "The Great Ignore."

Launches

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Crushing Problem Awareness

Make safety the priority, not the rush.

Product Campaigns

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Crushing Problem Awareness

Make safety the priority, not the rush.

Product Campaigns

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The Video Editor for Work

The video editor made for work perfection.

Launches

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The Video Editor for Work

The video editor made for work perfection.

Launches

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How Burger King’s App Went from #686 to #1 in 48 Hours

Trolling McDonald's for a 1-cent Whopper win

Competitive

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How Burger King’s App Went from #686 to #1 in 48 Hours

Trolling McDonald's for a 1-cent Whopper win

Competitive

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Simple Explainer Video

Educate buyers effortlessly with clear explainer videos.

Positioning & Messaging

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Simple Explainer Video

Educate buyers effortlessly with clear explainer videos.

Positioning & Messaging

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Killer Product Content

Make product learning easy and engaging.

Product Demos

Campaigns

Example

Killer Product Content

Make product learning easy and engaging.

Product Demos

Campaigns

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Odin To The Rescue

Odin saves the day with humor and speed.

Positioning & Messaging

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Odin To The Rescue

Odin saves the day with humor and speed.

Positioning & Messaging

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The 1-Minute Explainer

Transform your ideas with Miro's intelligent canvas.

Buyer Enablement

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The 1-Minute Explainer

Transform your ideas with Miro's intelligent canvas.

Buyer Enablement

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Clay's NOT for Everyone

Not for everyone, but perfect for the savvy.

Positioning & Messaging

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Clay's NOT for Everyone

Not for everyone, but perfect for the savvy.

Positioning & Messaging

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Have Your Buyer Give The Demo

Experience insights like an analyst at your side.

Product Demos

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Have Your Buyer Give The Demo

Experience insights like an analyst at your side.

Product Demos

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The Pinks Promise

Pinks promise: on time, every time.

Positioning & Messaging

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Flush The Competition

Skip the fiber chaos, enjoy the flavor.

Competitive

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