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Sinch
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Challenge: They had a fantastic new product (with great product development and branding created by Dune Road Design and frog), but the kind of product–a headphone cord management device–was virtually unknown, and so was its category.
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They needed to build pre-launch brand awareness and buzz for an unfamiliar product type in an undefined category, and their budget couldn’t support a major traditional ad campaign with TV spots, print ads, and direct mail. They also needed to start actually selling the product. So Sinch approached Loewy to come up with a strategically sound, financially smart, and creatively powerful non-traditional way to market the launch of their new product and sell it online.
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Approach: We developed a compelling integrated teaser campaign to build intrigue and mystery around a magical new device that would stop cord chaos and help you live tangle free. It all began with strategic planning for a multi-faceted blitz designed to reach audiences in impactful, unexpected ways in their real and virtual lives–combining a teaser website, social media and banner advertising with outdoor billboards and traditional PR.
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We created a Facebook fan-building campaign, which generated likes through a discount offer and targeted Facebook banner ads. We developed a series of animated shorts used on the Sinch teaser site, YouTube channel and Twitter page, and in a banner ad campaign targeted to audience demographics and online behaviors. We also brought in public relations specialists Peppercom, who worked with frog’s PR team to help spread the buzz to technology and gadget blogs, and through sites across the web.
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At the same time we were hatching the teaser campaign, our tech and design team also developed Sinch’s e-commerce platform and online store. Built on Magento with a custom one-step checkout page and user-friendly interface, the online Sinch store we created makes life easier for consumers just like the product does.
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Ecommerce
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Results: The teaser campaign was a runaway success, generating over 13,000 Facebook fans, over 40,000 visits to the websites, and strong sales. It created global buzz, with articles and reviews in some of the largest publications and blogs such as CNET, Gizmodo, Computerworld, and Engadget. Most importantly, it drove brand awareness, capturing the attention of many international distributors and some of the largest electronics stores in the US. Now, not only can you find the Sinch online, but you’ll soon be able to spot both the Sinch and the upcoming Sinch Cases on store shelves.
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News & Posts
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555 Broadhollow Rd. Suite 300, Melville, NY 11747 • 631.249.2429
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