BEHIND THE STRATEGY THAT LAUNCHED THE DEWALT® TOUGHSYSTEM® MUSIC
DEWALT®, a global leader in the world of tools, was ready to launch their new ToughSystem® Music. To help promote this launch, DEWALT® challenged us to create an integrated campaign that would generate sales and interest in the product. In this 4-part series, we’ll examine the specific strategies and tactics used to help promote and launch the new DEWALT® ToughSystem® Music player. In part 4, we discuss how we used social channels to build a fan base for the campaign.
Part 4: Social Heavyweight
In part 1, we looked at a unique solution to help DEWALT® launch their ToughSystem® Music player. In part 2 , we gave you an inside look into how we created a strategy built to maximize synergy. In part 3, we discussed “gamification” and how it can bolster a campaign. In part 4, we’ll enter the wonderful world of social.
I’d like to begin this blog entry with a tip of the cap to Mark Zuckerberg and company. What began as a simple social networking site has now morphed into an advertising industry giant. Facebook, and by extension social platforms such as Twitter, is constantly creating new ways for brands to connect with fans and promote products. Obviously without this revenue stream, Facebook probably wouldn’t exist in its current form. But self-serving or not, Facebook’s reach and capabilities are undeniable (even if people don’t always care to interact with the brands they follow).
One of Facebook’s newer ad units is a multi-product carousel. We used this ad unit to drive traffic to the ToughSystem® Music landing page and we were thrilled with the results. Our usage of the multi-product carousel resulted in over 1.2 million impressions, over 32k clicks, and 1.8k conversions for a conversion rate of 1.26%.* Needless to say, we were thrilled with the performance of this singular tactic.
*Conversions were considered a click on the Product Detail Page or Buy Now button.
Apart from the multi-product carousel, DEWALT also boasts a Facebook fan base of over 670,000 fans. To take advantage of this social reach, we created several promotional posts for the product video, landing page, and gamification contest. In our most successful post, we promoted the ToughSystem® sweeps by asking users to tell us what music gets them through the day. This post received over 10,000 likes, with over 1,600 shares. A post leading to the landing page garnered over 3,000 likes, with over 1,000 shares. Yes, these were promoted posts so there was a slight cost, but seeing how engaged the DEWALT audience is on social, it was worth the budgeted spend.
Lastly, the gamification platform touted in part 3 relied heavily on DEWALT’s social reach. The performance of this tactic, which received over 9k engagements and over 11k users, proved out how important social was to the overall success of the DEWALT ToughSystem® Music Sweepstakes.
There’s little that can be said about social that hasn’t already been said before. We all know that it can play an important role, especially when budgets are tight, but simply being on Facebook and Twitter aren’t enough. Our carefully crafted strategy ensured every last dollar was maximized through highly targeted posts and promotions. The gamification platform added another avenue where social could be a driver of conversions. This was not a matter of posting new statuses every couple of days and hoping it took off. The marketing calendar was built for maximum impact, launching at key times and in coordination with the gamification platform.
All told, the DEWALT® ToughSystem® Music product launch was a great success by just about any metric. Seeing posts achieve thousands of shares, and sometimes 10,000 likes, was instant validation of our strategy. Our fans loved it, our brand partners loved it, and of course, we loved it.
Thanks for joining us on this four-part series. We hope you found it educational, and even a bit entertaining. Should you have any questions about anything we have discussed here, please feel free to contact us via email at hello@response.agency.
