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New Pebble Watch for HER: Product Launch Digital Strategy

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A digital campaign strategy proposal for a mock product launch by Pebble Watch for ladies.

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New Pebble Watch for HER: Product Launch Digital Strategy

  1. 1. A Digital Campaign Strategy for Pebble’s New Product Launch: PebbleFemme
  2. 2.  New Product Launch  Target segment/Audience  f18-31  Working  Living in Singapore  Resources  Existing Facebook following: 80 fans  Main audience m21-31  Cultivate new segment/target audience  Grow awareness among target audience  Earned media (Approximately 10,000 mentions) across social media platforms  Purchase  Minimum sales of 500 units in one month
  3. 3.  Awareness  Identify where Target Audience are  Leverage most relevant channels  Speak their Language  Purchase  Understand Consumer Decision Journey  Streamline Path-to-Purchase  Encourage Conversions  Referral  Encourage Word-of-Mouth
  4. 4.  Display Advertising  Paid Search  Social Media (Earned and Paid)  Email Marketing
  5. 5.  Instagram  Awareness and Buzz  Twitter  Awareness and Lead Generation (Direct traffic to microsite or getpebble.com)  YouTube  Awareness and Product Introduction  Facebook  Awareness, and Referral
  6. 6. EARNED PAID  Facebook  Cover page announcement  Instagram updates  15second video and Shares  YouTube  15second video + Video contest  Instagram  15second video + Photo contest and Video contest  #creation @shoutouts, Likes  Twitter  RT and Favourites  Integrate with partner brands’ social media handles/profiles  Facebook  Sponsored Stories  YouTube  Pre-roll  Twitter  Promoted Tweets and Trends  Magazines (Print/Digital)  Ad packages
  7. 7. ConvertEngage Organic Reach Twitter/IG/ YouTube Twitter/ Instagram Pebble website Retail stores
  8. 8.  Pebble brand profile features product teasers including possible watch strap designs  Target audience vote for their favourite watch strap designs
  9. 9. Video and Photo Contest Top winner in each category wins a Pebble watch or Accessory  Invite target audience to submit video/photos with the theme “Freedom, fun and Me” with #itsmytime  All submissions appear on on Pebble’s IG feed #itsmytime
  10. 10. Reach • Promoted Trends to drive mass awareness Soft lead • Invite target audience to RT or reply with their favourite Pebble Watch strap designs using @mypebble Hard lead • Feature brand url in tweets: See more at https://getpebble.com/ Attach Lead Cards to ALL Pebble Tweets
  11. 11.  Organic  Feature product launch teasers on Facebook cover page  Provide IG contest updates via Facebook status updates  Engagement  Share their favorite designs with female friends on Facebook and via IG  Paid Media  Sponsored stories  Product Ads
  12. 12.  Press Releases to publishers (Print and Digital)  Ad placements/sponsored articles(Print)  Ad placements/sponsored articles embedded with microsite link (Digital).  Include a CTA:  Example: “Tweet @<<Publication name>> + #<<campaign hashtag>> to friends.
  13. 13.  Pop-up kiosks at popular retail malls, beaches, nightlife spots, CBD, parks – reflecting use occasions of Pebble  Option for OOH placement based on Pebble photo contest  Magazines (Local –specific and International publications with local editions)  Online (Lifestyle and Tech portals)
  14. 14. Week 1 2 3 4 5 6 7 8 9 10 11 Prep stage Campaign
  15. 15. Week 1 2 3 4 5 6 7 8 Display Ads Paid Search Social Media Twitter Facebook YouTube Instagra m Email Print OOH
  16. 16.  We will review metrics by:  Channel  Overall  Demographics  Devices
  17. 17.  CPM (Impression)  Cost per site visitor  Cost-per-action  Clicks  Shares  Likes  Cost-per-inbound link  Cost-per-acquisition
  18. 18.  Market research  Media buy and scheduling  Premiums sourcing  Press releases  Confirmation of marketing partners  Magazines (Print/Digital)  Retail partners  Payment providers

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