spreading the word
A large wireless provider was launching its newest model. There was plenty of buzz, but electronics is a cluttered category where shiny new things can become yesterday’s news, literally overnight. We needed to make sure that the buzz actually got people to buy the new phone—and guarantee momentum for the rest of the launch.
dominate the conversation
To capture demand and buzz surrounding the launch of the new mobile device to drive trial.
dialing in on our guests
We started by reaching out to guests who had demonstrated interest in the brand. Our initial targeting was broad to capture electronics purchases more generally. Then we narrowed in on people who had bought or browsed handheld devices. We calibrated our channels to speak to guests where they were, using external search and mobile to align with their behaviors. Pre-order and now-available messaging reached guests at just the right moment. Premium placements grabbed attention during the pre-sale phase and then were used to build reach after launch.
KEY SOLUTIONSproduct launch
lift in phone contracts during the campaign
lift in guests looking to find this product at a Target store
we had them at hello
Guests who were exposed to our ads were three times more likely to view the product pages. In turn, this helped drive a 3.5 times lift in guests looking for the product in-store, a 475% increase in phone contracts during the campaign, and overall, we rang in a whopping 11% category market share of pre-orders. That’s a Target record!