How Amie's marketing launch went viral

Morning!

I’m sitting in my office, eating a Tim Tam, and pondering on life’s big questions…

• Does what I’m doing matter?

• What will it take to fortify the upcoming generation?

• How did Amie’s marketing launch go so viral?

Let’s zoom in on that one today.

What went viral?

Amie.so launched their product with a great marketing campaign centered around the visual beauty of their calendar. They got great engagement on X, built insane buzz, and their next-day Product Hunt launch racked up 1,600+ upvotes.

Why did it go viral?

A lot of reasons (which we’ll dive into in just a sec). But for now, you could chalk it up to 3 core ideas:

1. Visuals > words

2. Curated list of sharers

3. Top 1% landing page

Let’s dive deeper…

I’ve racked my brain the past week trying to uncover all the viral elements of this marketing launch.

Here’s my brain dump of every reason this worked (pay close attention for ideas you can steal):

• Their founder tweeted that he believed it was a combo of:

  • Creating a product worthy of sharing (for them, this was largely due to design and playfulness)

  • Ask the right people to share it at the right time

• Their product video was unique, very well produced, and stopped the scroll on social.

• They relied heavily on imagery across the board, whether video or image, instead of relying on just words to give context.

• Their landing page is top 1% and really gives users confidence that the product will deliver.

  

• They didn’t explain why the world needed another calendar. They just got people excited about a fun, beautiful new thing that fits a lot of users personalities.

• This launch came on the heels of the Notion Calendar and Hey Calendar launches. You could argue this was a hindrance to the launch, but you can also see how launching in a similar time period means that calendars are still top of mind, and this calendar looks a little different than those ones.

• They got designers and indie makers to rave about the design and make of the product, which lent instant credibility.

• They kept the excitement going by teasing amazing new app icons for days after the launch (this is still going on!)

• Product Hunt launch came the day AFTER the product went viral on X, meaning they breathed second life into the launch.

• PH launch also relied heavily on unique, info-packed visuals that gave users exact context on what they’d get if they sign up.

  

• PH launch — they responded to all comments in the PH launch and created over 200 responses in the replied thread of the product page.

But the unsexy, biggest reason?

They built this app for 4 years in beta behind the scenes, took tons of feedback, and obsessed over the details. The founder tweeted that he spent months on a single feature to make it feel as smooth as humanly possible for the user. That level of detail over time usually leads to big launches.

Action Items (what to learn for yourself):

✅ Set your list of sharers

Months before you launch, start aligning yourself with people that would help your launch resonate. For Amie, they seemed to ask a lot of designers to share. For your product, that could mean curating a list of marketers or VCs. Nurture that group of people with content and updates. Then, when the time is right, build a campaign to ask them to share in unison.

✅ Optimize for visuals

Richer media has essentially been proven to increase an algorithms chance of promoting your content. The better, the more informative, the more engaging your visuals…the better chance at virality. Instead of relying on a 2000-word blog to introduce your new product, turn it into a video script. Instead of talking about your 20 new features, show them in action.

✅ Stress the landing page

It may not be as valuable as the product, but the product won’t matter if there’s no click-thru. Get the details down on your landing page. Tighten the copy. Make every last element clear. This is your chance to communicate your value in a unique package. If your landing page is beautiful, jammed with info, and crystal clear, you’ll convert browsers into buyers. Bonus tip: This is a natural home for all those visuals you’ve made for launch.

That’s all this week!

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Au revoir,
Blake

P.S. What viral marketing idea do YOU want me to dive deeper into next time? Reply to this email — I’ll give you a shoutout if i pick your idea.