CASE STUDY
LAUNCHING THE ICONIC MOTO 360 GLOBALLY
THE PROJECT
SUMMARY
The iconic Moto 360 is one of the most known and famous smartwatches. The 1st generation launched in 2014 and the 2nd generation launched in 2015. Motorola was preparing for the 3rd generation launch in 2019.
They were looking for a full-service agency partner to launch an integrated global marketing campaign. Our first task, write a global launch marketing strategy and plan in order to truly understand the industry, the business and the customer. From there we built a new Moto 360 website, designed and prepared a global advertising campaign, coordinated and ran the global launch event in London, England and brought the Moto 360 back to market around the world.
SCOPE OF WORK
- RESEARCH & STRATEGY
- MESSAGING
- UX/UI DESIGN
- GLOBAL CAMPAIGNS
- SOCIAL CHANNELS
LONDON LAUNCH EVENT
The event coincided with the global campaign rollout in October 2019 and took place at Beat, an underground club in London. The Moto 360 launched on time, with over 100 guests and 35 press in attendance. We handled the launch strategy, alignment with Motorola Senior Management, planning, implementation, and reporting.
WEBSITE
The new Moto 360 website features premium creative content and interactive elements to engage visitors and boost sales. It utilizes parallax scrolling effects and interactive features, such as clickable highlighted areas and the Google Animated feature.
SOCIAL
We set up and launched Motorola’s social channels, including developing a content strategy with clear goals and target audience. Our focus was on key content categories to drive social channel growth. We created assets, wrote copy, managed the channels, and launched posts.
CAMPAIGNS
We devised a digitally-driven campaign strategy for Motorola’s Moto 360 launch. Our focus was on promoting the smartwatch’s connectivity features. Our tasks included ad design, copywriting, media planning and buying, implementation, optimization, and campaign reporting.
24,000+
AVG. WEBSITE VISITORS MONTHLY
- Launched in the US, Canada, UK, Germany, Italy, France, and Spain.
- Create new Facebook and Instagram channels and built organic following to 65k and 6.5k respectively.
- 400+ media placements across 75+ countries.
- 24,000 avg. monthly visitors and a 30% conversion to ecommerce page.
- 5,948 new newsletter subscribers.
RESULTS
The integrated global marketing campaign launched in October 2019. With a flawless rollout the brand received incredible press coverage and we were able to convert 30% of visitors to the ecommerce page.
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