GTM Strategy Case Study: Launching UpViral from Zero to Market Leader

Objective

UpViral approached Stratigia with a bold mission: to launch and position itself as the go-to viral referral marketing platform for creators, marketers, and eCommerce brands. With no existing brand awareness and a highly competitive market dominated by established players, the challenge was to build hype, validate the offer, convert early users, and scale revenue—all within a matter of months.

Our goal was not just to launch a product, but to engineer a scalable, evergreen customer acquisition engine through a tightly executed GTM strategy that blended paid media, organic growth, partnerships, and referral virality.

Our Approach

✅ Pre-Launch Campaigns

We began with a multi-channel pre-launch campaign designed to spark anticipation and build an early access waitlist.

• Teaser content across social and email sparked curiosity

   

• Lead magnets and giveaways captured opt-ins

   

• Influencer partnerships helped promote UpViral to existing communities

   

Result: Over 7,000 leads captured before official launch

✅ Landing Pages & Funnel Infrastructure

We built a series of high-converting landing pages tailored to different audiences (e.g., course creators, eCommerce stores, SaaS startups).

• Messaging was segmented by use case

   

• A/B tests on CTAs and layouts improved conversion rates

   

• Integrated webinar and countdown pages fueled urgency

   

Average page conversion rate: 38%

✅ Email Marketing Automation

We crafted fully automated sequences for:

• Pre-launch waitlist nurturing

   

• Onboarding and feature education

   

• Post-purchase upsells and re-engagement

   

• Webinar reminders and launch countdowns

   

Email open rates exceeded 45% during launch week

✅ Paid Media Strategy (Meta & Google Ads)

Our ad team launched a phased campaign strategy:

• Cold traffic acquisition targeting lookalike audiences and interests

   

• Retargeting funnels tied to webinar registrants and landing page visitors

   

• Video and testimonial creatives to boost CTR and ROAS

   

Over $5K/month ad spend with consistent 3x–5x ROAS

✅ Affiliate & Influencer Onboarding

We built a performance-based affiliate marketing engine from scratch:

• Created affiliate hubs, tracking dashboards, and resource libraries

   

• Recruited 500+ affiliates from SaaS and marketing communities

   

• Hosted training sessions and email swipe campaigns for partners

   

Affiliates contributed to 40% of total sales within 90 days

✅ Social Media & Community Engagement

We managed daily posting, launch countdowns, UGC campaigns, and real-time updates across Facebook and Twitter.

• Grew Facebook group to 17,000+ members

   

• Live engagement during launch week increased virality

   

• User testimonials and share incentives increased reach

   

Results

Strategic Impact

This GTM execution laid the foundation for UpViral’s long-term growth. Not only did we help them dominate early-market traction and outperform initial revenue expectations, but we also built a repeatable playbook that has been used across multiple product launches since.