Overall objective

Create local brand positioning platform and launch the product as a new brand and fairly new product category, drive buzz and awareness, create a launch strategy leading into on-going brand activation strategy, consisting of only BTL brand activation. Establish social media strategy, social media platforms along with blog-driven web platform. 

Process

Planning > Positioning > Launch strategy > Execution

With departure in target group research (smaller focus talks), mapping existing brand and category perception. Using insights to adapt overall international positioning, creating a brand essence and voice and translating that into relevant and trustworthy brand communication and activation strategy;
Initially launching, integrating and co-creating in trendsetting environments (Fashion, LGBT, Urban Creative) supported by strategically and tactical directed PR push. Using leading trendsetters and opinionators as modifiers and ambassadors.
Secondly widening reach by teaming up with MTV, creating TV episodes displaying the launch, airing during Copenhagen Fashion Week. Integrating products in dry outlets along with filling store fronts with screens showcasing visuals created by trendsetting artist
Finally, tactically pushing sampling in areas with high target group concentration along with 7-eleven take-overs.
All collected on an online brand hub.

Results

The launch was the best launch in Northern Europe based on country size and return on investment. For a total investment of $770.000 the return was: 

• PR value of more than $770.000
• Over 10.500.000 exposures 
• Value of bought TV for more than $100.000
• Sales index: 192