Our San Francisco-based client needed to create awareness, desire, and a unique positioning for a high-end wireless charger. With its elegant form and 360 degree rotation, the Dial was impressive; but there was plenty of “competition” with lower price points, greater awareness and higher budgets. But, their products fell short in quality and overall sex appeal.
We defined two consumer groups that had the highest likelihood of purchase- lifestyle consumers who valued aesthetics and premium features; and early adopters of new technology.
We then used psychographic data to develop an awareness campaign aimed at these tech shoppers with sophisticated taste. A mix of mainstream and new media was employed, along with several social platforms chosen to build awareness and drive eyes to their website. A stunning original video was to be the hero element, showing rather than explaining its elevated design.
This energetic, nimble campaign was created, approved and implemented in under two months. In week one, the website reported a 100% lift in traffic. News of the launch was further amplified on dozens of press release distribution sites, adding targeted reach and exposure. This success ensured we will be powering the launch of future Sum products in key US markets.