Case Study: World Record Attempt On The Cards
|Challenge||Build consumer awareness to support a new product launch into retail on a limited budget.|
|Solution||‘There is always room for more’ campaign - Social media, channel marketing and event management strategy.|
Zaboura was appointed by Kingston Technology, a major international chip and memory manufacturer, to help promote the launch of its SDHC memory cards at electronics retailer Currys. Kingston had traditionally focussed on the B2B market and had very little consumer brand marketing experience. After structured consultations with client and vendor, Zaboura proposed a multi-level high-profile launch program.
The team quickly sprung into action, hosting a press party to inform the media that Kingston was now selling into consumers. It was always going to take more than a shindig to get this brand moving, though, and Zaboura was ready to pull out all the stops.
Consumer interest can only be generated by having access to consumer-targeted content. This led to the launch of online magazine Remember Kingston, which held dynamic content of at least 12 unique stories a month that were educational, entertaining and user-friendly, aspects that would prove key to the site’s success. It had to be so much more than just a portal advertising Kingston’s products, and with news, articles and tips for consumers, the Europe-wide site proved a perfect introduction to the Kingston brand and complemented its channel-oriented website.
While this was being launched, Zaboura also held a consumer survey to find out what was key in the buying process when purchasing memory cards. Capacity was at the top of the list so the idea of cramming data into something small led to Zaboura organising a world-record attempt of how many people could fit into a MINI. The ‘There is always room for more’ campaign was born!
On a small budget, Zaboura leveraged all tools to promote the event and drive traffic to the Remember Kingston site, as well as Curry’s store. Facebook, Twitter, blogs and traditional PR to general and local media were all part of the mix.
The event was covered on local and national television and radio and the record attempt itself generated traffic to Kingston’s channel partners, while bringing the brand into a consumer market that it had no previous experience of. The integrated campaign revolutionised how Kingston markets its products, now taking the consumer market as seriously as the channel. Kingston has been running the Remember Kingston site for more than a year and has launched localised sites across Europe. Retail sales expectations were exceeded with further product lines being rolled out across a greater number of stores across the UK.
Case Study: Face Lift For Webcam Company
|Challenge||Product launch for a new brand in UK, in a competitive category against brand goliaths such as Microsoft and Logitech. Increase FaceVision company prominence and win new business in Distribution and Retail.|
Taiwanese webcam company FaceVsion decided to launch its brand in the UK market in 2010, entering a highly competitive category in a challenging market. A new brand to the UK at the time, Zaboura was tasked with with three key aims: gaining PR coverage across the board for the company’s TouchCam N1 HD webcam product; raise the company’s profile; and win new business in the distribution and retail sector.
The team worked hard to gain coverage across all media, including television programmes such as Channel Five’s The Gadget Show with an audience of 5 million viewers. Positive product reviews accounted for the bulk of the PR activity and a recommendation for the FaceVsion webcam in The Sunday Times as Best For Skype was typical of the positive coverage received within just three months of the brand launch.
A two-page company profile and in-depth interview with the Regional Sales Director in trade publication PCR helped to place the company’s name in front of targeted channel partners and distributors.
From being an unknown quantity in the UK, Zaboura’s positive PR messages have seen FaceVsion’s products now listed at all mainstream e-tailers and sold in all mainstream channels. In what is a hugely positive result for the brand, Skype now offers FaceVsion webcam as standard and also attaches promotions to the product offering bundles with Skype credits.
Case Study: Welcome Back, Coolermaster
|Challenge||Resurrecting the brand in UK after two years of inactivity|
|Solution||PR, media planning and buying|
Computer case specialists Coolermaster hired Zaboura to help it gain a foothold in the UK market, having lost ground to rival companies following two years of inactivity. The brand needed resurrecting for UK consumers and Zaboura had been recommended to Coolermaster thanks to our strong relationship with hardware e-tailer, Scan.
Zaboura got to work on the company’s brand perception, instantly realising the need for the brand to be recognisable in the eyes of UK consumers. Our deep knowledge of the gaming enthusiasts’ market meant that we could hand-pick products that we knew would attract consumer interest.
Focussing on key product features like silence and thermal management, Zaboura also zeroed in on these key features that resonated with PC enthusiasts and PC gamers These unique characteristics helped to position the products in the media that matters, and Zaboura’s strong relationships with the technology press resulted in positive reviews in publications including Custom PC, PC Format, PC Gamer, and HEXUS.
On average it amounted to ten reviews per month which included FIVE AWARDS per month and 95% positive PR. Full-page, third-party endorsements from enthusiasts’ publications were also to prove an ideal platform for Coolermaster to adopt in its channel marketing, and the promotion was so effective that the company was no longer knocking on the doors of mainstream distributors; instead, they came calling Coolermaster. As for sales, the knock-on effect saw the company achieve number two position in the UK within one year thanks to the PR coverage Zaboura organised.
The company is now in a position to decide who they want to work with and its position in the UK market is once again secure.