Harry

Harry's wanted to launch a razor before selling a single one. Instead of spending millions on ads, the company ran a pre-launch referral campaign. They offered a free razor if you referred friends. Friends who signed up got a free razor if they referred others. The campaign went viral before product availability. 100,000 email signups came in a single week before Harry's had inventory to ship. The referral tiers were clever. Refer two friends, get the free razor free. Refer five, get the razor and blades free. Refer 10, unlock exclusive products. Customers became evangelists because the referral reward actually mattered. The math of referral multiplies faster than linear marketing.