Case Study: The First 30 Day Battery Smartwatch

Find out what Red Hot Penny did to launch the first 30 Day Battery Smartwatch, which led to impressive global coverage and more than 250 pre-orders before launch.

Campaign: Introducing The First 30 Day Battery Smartwatch
Client: Vector Watch
PR Team: Red Hot Penny
Timing: July – September 2015

Overview

Vector Watch designs and develops wearable technology for the modern consumer. It is committed to delivering the highest quality of craftsmanship, by combining impeccable design and exceptional materials with cutting edge software.

Vector appointed Red Hot Penny to bring its products and brand to market through a holistic PR approach featuring event management, online and print outreach, sample allocation and influencer gifting.

Objectives

• Introduce Vector Watch to multiple international markets, including UK, USA, Australia and Europe.
• Drive awareness of the brand’s story and its products in the fashion, technology and business sectors.
• Support the launch of Vector’s first localised e-commerce site.
• Improve Vector’s authority in search engine results by generating high quality links.
• Reach 200+ pre-orders in the run-up to the official launch date in September 2015.

Strategy

Our aim was to position Vector Watch as a worthy competitor in the luxury smartwatch market. The process began in July 2015 when we supported Vector’s launch events in London and New York. We were tasked with managing the overall success of both events and ensuring the complete guestlist was in attendance, with the aim of gaining maximum coverage for Vector.

In additional to managing the guestlist, we started sample allocation to ensure all publications had the watch to review. During the events, sync bars were set up to allow attendees to sit with a Vector representative and have their smartwatch connected to their smartphone. Alongside the sync bar, we arranged special one-to-one sessions with members of the Vector team so key publications could interview them privately. All of these aspects added to the overall goal of positioning Vector as a high-end product.

Following the success of the launch events, it was important to keep the attendees updated with any additional news coming from Vector. The day after the event, we sent out event press releases and media kit links so the attendees could download images and product information. One week following the event, we completed courtesy calls to receive initial feedback and opinions regarding the sample.

If there were any issues with the samples they had received, action would then be taken to fix them by setting up calls with the Vector tech team. As the samples were pre-production, small fixes were to be expected.

Results

Before the official launch, the Vector website reported more than 200,000 unique users – an impressive achievement for an unknown brand.

Additionally, 267 pre-orders were completed before the official launch in September and 100 website sales were received after launch. Orders were completed from a total of 41 countries including UK, USA and Romania.

There were over 300 features secured between the launch event in July and September, when the watches went on sale.

Vector has been featured in multiple respected titles including Mashable, International Business Times, Marie Claire, ZDNet, BBC News, Digital Trends, Hypebeast and The New York Times.

Got a cracking campaign – with impressive results – that you’d like to showcase? If so, please email [email protected].