01 · The product
What WaxWing 2.0 needed to be true on day one
WaxWing AI 2.0 introduced a marketplace of reusable AI workflows spanning marketing, sales, content, and operations. For the launch to work, two things had to be true at once.
🧩
The value had to be tangible
Visitors needed a substantial, working catalog to explore, not a description of what the platform could eventually do.
🎯
It had to reach the right people
The launch needed to reach people already inclined to discover and try new AI tools, not just whoever happened to see it.
02 · My contribution
I built 40+ of the workflows in the launch catalog
Marketing, sales, content, and operations: the catalog needed enough range that any visitor arriving from Product Hunt found something relevant to their own work.
Categories the 40+ workflows span
SEO
Content Marketing
Market Research
Business Strategy
Email Marketing
Sales
Product Documentation
Product Strategy
Performance Marketing
Outreach
↓ One example below, from the SEO category
One workflow, from the 40+
SEO-friendly competitor comparison pages
Takes a single URL and produces a complete, publish-ready comparison page for each real competitor, built for search engines and AI answer engines alike.
Setup, with the user approving each step
01
Takes the business's website URL as input
02
Understands the business and its audience
✓ Approval
03
Automatically extracts brand colors, fonts, and logo
✓ Approval
04
Identifies competitors and creates a list to confirm
✓ Approval
Then, one row per approved competitor
Competitor
Comparison table
Content
USPs
1–2 diagrams
Final page
Competitor A
✓
✓
✓
✓
✓
Competitor B
✓
✓
✓
✓
✓
Competitor C
✓
✓
✓
✓
✓
Output: a competitor comparison page in HTML/CSS, dropped straight into the client's Webflow or WordPress CMS as a new entry, built from a template made to be duplicated per competitor.
03 · The growth motion
Reaching people already looking for new tools
The catalog gave people something to explore. Two channels brought them to it.
🔗
LinkedIn outbound
Targeted people already active on Product Hunt, then personalized each connection request to their specific activity there, instead of sending one message to a cold list.
📣
Community outreach
Reached relevant communities directly, aiming for people likely to upvote, comment, and share, not just view.
Product Hunt was the destination both channels pointed to, not a third channel of its own.
04 · The launch
#1 Product of the Day, 4× DAU
WaxWing 2.0 topped the Product Hunt leaderboard on launch day. Daily active users quadrupled around the same period.
The actual Product Hunt launch page
Final launch-day numbers
Honest note
These numbers show the overall launch outcome. Product Hunt, LinkedIn outbound, and community outreach ran together, so I can't isolate how much each one individually drove the DAU increase.
05 · What I learned
What I'd carry into the next launch
A catalog is the product, not marketing for it.
The workflows people opened were their first real experience of the platform. If the catalog felt thin, no amount of outbound would have fixed that.
Approval gates made automation trustworthy.
Confirming the business summary, the brand kit, and the competitor set at each step meant the output matched what the client actually wanted, not just what the model guessed.
Audience selection beats audience size.
Targeting people already active on Product Hunt mattered more than the size of the list. Their existing behavior was the qualifying signal.
Distribution needs more than one door.
Product Hunt, LinkedIn, and community outreach each gave a different way to encounter the product. No single channel would have carried the launch alone.