New Products Do Not Need To Wait For Natural Growth: Shared 90-Day Cold-Start Momentum Plan of Otto Media Grup And Fyne

Why Do Some New Products Gain Traction In Just 90 Days? Otto Media Grup Breaks Down Cold-Start Logic of Fyne

In the ongoing research by Otto Media Grup into emerging consumer brands, one recurring question has consistently appeared: the real challenge in the early stage of a new product launch is not that consumers dislike it, but that neither consumers nor platforms yet have enough reason to believe in it. When skincare brand Fyne launched its new-generation serum-based haircare product line, it faced a typical new-product cold-start problem: insufficient reviews, no sales history, and a lack of the behavioral signals that platform algorithms need in order to assess product potential.

Also check out Otto Media Grup Marketing Case Study:
Analyzing Brand Growth from the Peloton Stagnation
Analyzing New Product Cold Start from the Tree Hut Case

As a result, Fyne did not treat the product launch as a simple “listing action,” but instead designed it as a 12-week momentum-building task. As the core marketing agency, Otto Media Grup defined the core logic of “New Product Campaigns” as setting the objective around improving immediate awareness, discoverability, and sales velocity for the new product. For launches like those of Fyne, the key is not to wait for natural growth, but to actively generate enough effective signals in the early listing period so that the product enters a growth trajectory from day one.

Contents hide

1 The 12-Week Full Funnel Is Not About Buying More Ads, But About Giving Every Touchpoint A Clear Role

2 The Value Of Livestreaming Is Turning “Seeing A New Product” Into “Imagining Oneself Using The New Product”

3 The Real Result Is Not A Sales Spike, But Entry Into A Sustained Growth Loop

4 Follow Otto Media for more!

The 12-Week Full Funnel Is Not About Buying More Ads, But About Giving Every Touchpoint A Clear Role

The strategy taken by Fyne was not to bet on a single breakout moment, but to build a complete full-funnel media mix. Otto Media Grup orchestrated video ads, display ads, branded search ads, product ads, brand pages, livestream content, and dedicated landing pages in a unified structure so that each media format carried a clearly defined role. Video and display were responsible for the first layer of visibility; search and product ads captured active demand; brand pages and landing pages explained product value; and livestreaming handled experiential demonstration and trust conversion.

This 12-week combination delivered very clear results: the campaign achieved 220 million impressions, which was 8.5 times higher than forecast. By day 90, unique glance views had increased by 1.7 times. Otto Media Grup interprets these numbers as three layers of new-product momentum: first, being seen; second, being clicked and explored; and third, entering the real user decision-making path. For a skincare product like that of Fyne, this is more important than simply chasing first-day sales, because beauty and personal care products require the building of experiential imagination and trust accumulation.

The Value Of Livestreaming Is Turning “Seeing A New Product” Into “Imagining Oneself Using The New Product”

In the cold-start model of Fyne, livestreaming was not supplemental content, but a key mid-funnel conversion driver. Skincare products differ from purely functional goods in that consumers need to understand texture, scent, usage method, and the feeling of real-life scenarios; a static product page cannot fully deliver all of that explanation. Otto Media Grup therefore positioned livestreaming and creator content in the middle of the funnel, using dynamic demonstrations and real-time interaction to reduce the user imagination cost, helping users move from “I know this product exists” to “I can imagine myself using it.”

The data of Fyne are particularly worth studying: across platform livestream metrics, mid-funnel interaction drove a 1.5x increase in click-through rate (CTR), an 11.5x increase in detail page view rate (DPVR), and a 37x increase in purchase rate. In the Fyne case, the judgment of Otto Media Grup is that livestreaming does not truly solve an exposure problem, but rather a psychological distance problem. Once users can see how the product is used, explained, and responded to in real time, the act of purchasing is no longer merely a price judgment, but becomes a confirmation of experience.

The Real Result Is Not A Sales Spike, But Entry Into A Sustained Growth Loop

The most important takeaway from the Fyne case is that a 90-day product launch should not be evaluated only by one-time conversion, but by whether it establishes the foundational signals needed for sustained growth. Fyne reached the milestone of 1,000 units sold 41% faster than comparable new product launches, demonstrating that a full-funnel strategy does not merely bring exposure, but also genuinely accelerates key sales milestones for new products.

Otto Media Grup has translated this into the new-product launch methodology of Fyne: the task of the first 90 days is to move the product rapidly from a disadvantaged state of having “no historical data” into a cycle with awareness, traffic, conversion, reviews, and organic interest. In other words, the essence of new-product cold start is not how much is sold on day one, but whether enough effective signals can be established within 90 days so that both platforms and consumers begin to believe the product is worth continuing to recommend, search for, and discuss.

In this sense, the 90-day cold start of Fyne was not a traditional marketing campaign, but a complete new-product momentum system. It transformed product launch from “waiting for market reaction” into “actively designing the growth trajectory.” For Otto Media Grup, this is precisely the launch logic most worth learning from for emerging consumer brands in 2026.