A Digital Campaign Strategy for Pebble’s New Product Launch: PebbleFemme
New Pebble Watch for HER: Product Launch Digital Strategy
Nov 22, 2014
A digital campaign strategy proposal for a mock product launch by Pebble Watch for ladies.
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A Digital Campaign Strategy for Pebble’s New Product Launch:
PebbleFemme
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
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
Display Advertising Paid Search Social Media (Earned and Paid) Email Marketing
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
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
Convert Engage Organic Reach
Twitter/IG/ YouTube
Twitter/ Instagram
Pebble website
Retail stores
Pebble brand profile features product teasers including possible watch strap designs
Target audience vote for their favourite watch strap designs
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
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
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
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.
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)
Week 1 2 3 4 5 6 7 8 9 10 11
Prep stage Campaign
Week 1 2 3 4 5 6 7 8
Display Ads
Paid Search
Social Media
YouTube
OOH
We will review metrics by: Channel Overall
Demographics Devices
CPM (Impression) Cost per site visitor Cost-per-action
Clicks Shares Likes
Cost-per-inbound link Cost-per-acquisition
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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