Challenge
We were approached by the head of Marketing for Foldimate regarding the 2017 Consumer Electronics Show (CES) in Las Vegas, Nevada. The objective was to introduce the brand to as many people as possible, with a monthly budget of $2,000 starting in November 2016.
Solution
We at ATERO created a video placement that ended up going viral. How We Worked From the start, we we’re sleeves up with this fantastic product. We put together a marketing strategy maximizing the viral video, and the interest of trending robots doing things around the house. We identified the press we wanted to approach utilizing the press covering the last 5 years of CES, including new blogs that were relative to technology. We sent them press invites to the event called ShowStoppers at CES, and issued a National Press Release about the product. During this period, we kicked into gear our social media strategies, identifying keywords that were relevant and something we could build the brand around. We identified numerous markets that really related to improving household living and used the platform Pinterest to generate traction and ideas for the industries we identified. With Social Media, it’s all about getting noticed, and leading up to the show, we started to see an uptick in followers from our press release. It still wasn’t lights out, so we adjusted our strategy focusing on the dates of the show and Geo-Targeting specific popular hashtags and keywords associated with CES. The day before the show, we started our social media campaign and waited. In four days, Geo-targeting a 2 mile radius around the Las Vegas Convention Center, targeting the keywords #ces2017 #CES and #tech, we generated a huge buzz.
Results
The campaign was designed to get them to visit the booth, show them the tech, and introduce the brand to them. The campaign worked so well, that the line to see Foldimate wrapped around, and was estimated to be a half mile long. By the end of the show, our reach for the brand stood at 2.6 billion people or a quarter or the population on Earth. It also resulted in a large electronics manufacturer investing over 30 million Euros into the company. A very satisfied company with a great product, allowing us to adjust on the fly and really show the true potential of this product.
Atero Marketing Group
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