DIGITAL AND DIRECT RESPONSE

STRATEGY DRIVES

PRODUCT AWARENESS AND PLACEMENT

Capability: Market Communications Market Insight Market Strategy

Business Objective

  • Increase number of test markets and sizes for a new water-saving technology

Strategy

  • Create demand for product launch via a microsite
  • Develop a testimonial driven direct response TV (DRTV) commercial to drive consumers to retail partners and ecommerce sites
  • Use DRTV media placement to encourage merchants to carry product in high value regions

Results

  • Product support doubled in-store placements
  • Test markets secured in all high value regions
  • Retail sales were +32% of plan vs. launch targets
Ocean Horizon

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