Crafting a digital marketing campaign for a killer product launch
The client, who recently underwent a rebranding initiative, is a leading provider of a commercial suite of content management and community engagement applications.
Amplifying reach post a rebranding initiative
Outlining a digital strategy to meet specific campaign objectives
Marketing a new digital product immediately after a rebranding initiative is a crucial test for any organization. These initial marketing campaigns need to emphatically and confidently carry forward the new brand ethos without alienating the brand’s existing target audience. This becomes all the more important when there’s a large, active community of users who have supported the brand and its existing products over a ten year period. At the same time, these campaigns must pave the way for new interactions with additional – or new – audience segments that are being targeted.
After its rebranding initiative, our client – a leading provider of a commercial suite of content management and community engagement applications – was looking to build a connected digital strategy to market their new cloud-based product series which help marketers deliver engaging and customer-centric web experiences.
The client chose Litehouse to create brand awareness and generate leads by using a digital marketing strategy to connect with consumers and drive traffic to the free trial landing page, as well as a webinar. The Litehouse team developed a social-savvy digital strategy that spanned Facebook, Twitter and LinkedIn to reach out to the target audience. This included:
- LinkedIn Ads and partner message campaigns to promote the webinar
- LinkedIn and Twitter content calendar for 6 weeks for company profile, group and SME profile to establish thought leadership on the subject
- Display Ads
- Facebook contest on the client’s brand page to drive free trials
- Facebook Ad campaign to drive a free trial
Additionally, the Litehouse team also executed an effective email drip marketing campaign with clear goals, informative content and segmentation to keep the readers informed and establish brand awareness. This drip campaign encouraged the free trial sign-up and also generated leads for the webinar. A pay per click model was employed to maximize reach and grow the new customer base at a competitive cost.
Effectively generating new product and overall brand awareness
As a result of the digital marketing strategy, the client was able to:
Generate market interest for their short-term awareness goals: There were more than 2000 visits to the ‘Free Trial’ landing page, 260+ webinar registrations, and an e-mail campaign open rate of 52%. The client reached out to the target audience and provided free trials of the product for further engagement, thus further showcasing brand capabilities.
Increase overall customer engagement: Content amplification that occurred through social channels, search and mailer campaigns created brand awareness as well as engaged an audience looking for a commercial suite of content management and community engagement applications.