Instant Brand's 50-Day Intensive Cross-Channel Product Launch Campaign

Instant Brands approached Rocket to devise, launch and optimise an intensive brand awareness campaign to promote their new Instant Air Purifier to the Australian market in a short span of time. The main challenge was to generate interest within a broad target market with minimal creative assets and a tight media budget that had to be distributed across multiple channels. The entire campaign was in the lead up to Christmas, which made drawing eyeballs even harder with seasonal competition and the resulting increase in cost of ads.

Rocket's digital marketing specialists took on the challenge and brought the brand awareness campaign to life in a matter of days. We took a five step approach to maxmise the results from this campaign.

• Optimising creative and copy
  Instant Brands had partnered with creative agency, Chello to develop creative assets for the ad campaign. Rocket's specialists analysed the creative and worked with Chello to improve the ad asset for different ad formats with a view to increase visibility and Click-Through Rates. We paid special attention to the copy, adjusting the tone so it spoke to the local Australian audience.
• Allocation of budget
  Since the budget was to be distributed among Facebook, Instagram, Google Search, Display, YouTube and various ad formats/placements within those channels, Rocket undertook a calculated approach to allocating media budget. We researched audience sizes on different platforms and reviewed past ad engagement rates. Once the campaign was live, we reviewd performance and optimised budget allocation on a week-by-week basis.
• Defined campaign architecture
  Restricted by the creative assets and media, Rocket decided on the number of campaigns and variations of campaigns to take to market so that we could optimise ads using A/B tests and location targeting.
• Launched remarketing
  Instant Brands did not have a pre-set audience for remarketing. Once Rocket drove enought traffic to the main landing page for the product, we launched a remarketing campaign via Google Display, Facebook and Instagram to maximise the target audience's engagement and awareness.
• Reporting
  For the 50-day campaign, we delivered weekly performance reporting to ensure that the campaigns were in line with Instant Brands' business outcomes. We closed off the intensive project with an end-of campaign report and analysis that can be used as a benchmark for future product launches.