Most companies don't disclose their launch strategies, for obvious reasons, so the following is opinion/conjecture based on my own experience:
Part of Secret's success was releasing a novel app that had some contextually relevant cultural value at the time of it's release--the idea of anonymity in the digital social space. Mix that with getting the app into the hands of target-relevant influencers, a powerful PR campaign and a little bit of luck that it got picked up by the tech media.
Though in the end, due to a quick growth on an idea that had not been really properly vetted and tested secret turned into something ugly:
Answered 9 years ago
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