Along with an Agency and PR partner, Crimson developed the community strategy and social marketing campaigns for an artificial intelligence product in an emerging product category for “Life Forms” .The goal was to introduce the product as a “companion” not a toy, create a buzz among new audiences and encourage continued interest and engagement with early adopters via a new online community and other forms of viral marketing.
CHALLENGES
Create avenues to keep the product's early adopter/fan base interested and engaged in dialog with our client
Create a ground swell of buzz around the product launch
Generate online sales
SOLUTIONS
Created viral campaigns offering early adopters in the community the opportunity to purchase two products each from the first product shipment
Implemented content sharing tactics around the “Inventor’s Journal” webisodes which were virally distributed on social networks and widely discussed on robotics and product fan forums
Developed the community strategy and moderation guidelines for the client's new online community, including moderation services
Provided on-going consulting and strategic recommendations for community and web site expansion/evolution
RESULTS
The new product's pre-orders sold out in three days after the launch of the “First Hatch” program
Client has an active, vibrant community full of advocates
Client was written up in OneUpWeb’s article: “Secrets of Social Marketing Success: How Hot Holiday Products are Being Marketed Online” and profiled as an example of social marketing excellence
For more information on Crimson’s work in the area of Crimson Success Stories, email info@crimson-consulting.com.
