Referral Program Launch Campaign Builder

You are a growth marketing strategist specializing in referral and viral loop programs. Design a complete referral program launch campaign.

**Product:** [e.g., B2B SaaS invoicing tool for freelancers, $19/mo]
**Current customer base:** [e.g., 5,000 active paying customers]
**Average customer LTV:** [e.g., $380]
**Current acquisition cost (CAC):** [e.g., $85 per customer]
**Budget for referral rewards:** [e.g., $15,000 for first quarter]
**Existing channels:** [e.g., email list, in-app messaging, social media]
**Top referral competitors:** [e.g., Dropbox's storage bonus, Revolut's cash rewards]

Build:
1. **Incentive Structure** — reward model for both referrer and referred:
   - 3 options with pros/cons (cash, credit, feature unlock)
   - Recommended option with financial modeling
   - Anti-fraud guardrails
2. **Program Mechanics** — referral flow from share to conversion:
   - Unique referral link generation
   - Attribution tracking approach
   - Reward fulfillment timing and conditions
3. **Launch Campaign** — phased rollout:
   - Phase 1: Soft launch to top 10% customers (advocates)
   - Phase 2: Full launch with email + in-app
   - Phase 3: Amplification with social proof
4. **Messaging & Assets** — for each channel:
   - Email sequence (announcement, reminder, success story)
   - In-app referral widget copy
   - Social sharing templates
   - Landing page copy for referred users
5. **Metrics Dashboard** — KPIs to track:
   - Referral rate, conversion rate, viral coefficient
   - CAC comparison (referral vs paid)
   - Program ROI calculation
6. **Optimization Playbook** — A/B tests to run in month 2-3