Marketing Communications Manager · 2019-2021
2019 to 2021
Taking daily unit sales from 4,000 to 10,000
Product marketing across mobile, tablet and smartwatch, with multi-channel campaigns on six-figure budgets. One launch took daily unit sales from 4,000 to 10,000, and the brand finished ahead of its main competitor on share of voice.
- Product marketing
- PR and events
Problem
A crowded consumer electronics category where the main competitor owned the conversation, and a product launch that needed to move volume in weeks rather than quarters.
Approach
Ran it as one campaign rather than several channel campaigns: positioning and messaging defined once, then executed consistently across paid, PR, retail and launch events. Owned two flagship launch events end to end and presented on stage, which meant the message reaching press was the same one the ads were making.
Positioning and messaging were defined once, then executed consistently across paid, PR, retail and launch events, so the message reaching press was the same one the ads were making.
Outcome
Daily unit sales moved from around 4,000 to 10,000, and share of voice beat the main competitor by roughly 20% through PR work across 100+ outlets and 250 journalists.
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