Launching a new product in the tech space presents unique challenges, especially for a cutting-edge virtual reality headset aiming to capture the interest of both tech enthusiasts and general consumers. The clients primary goal was to generate widespread awareness for this highly anticipated product ahead of its launch, building a desire to purchase by creating buzz, excitement, and readiness among target audiences. As it was a new product being brought to market, the client needed an approach that would rapidly establish interest while driving high engagement and conversion intent.

The Solution

To make a strong impact and maximise reach within the target demographic, we implemented a multi-channel, audience-specific campaign structured around three core strategies:

1. Utilising YouTube for Top-Level Awareness: Given YouTube’s widespread reach and popularity among tech and gaming audiences, we focused on high-visibility placements to drive top-level awareness. The platform allowed us to showcase the VR headset capabilities, capturing attention and driving interest amongst viewers through engaging content that previewed the product’s capabilities.

2. Partnering with Relevant Publishers: We identified key publishers within the gaming and tech space, including GameSpot, IGN, and Eurogamer, to ensure we reached our most engaged audience segments. Interactive, full-page homepage takeovers on these platforms highlighted the product’s innovative features and appeal, directly engaging those with an established interest in gaming and new technology. This targeted publisher strategy aligned the product with trusted voices in the industry, enhancing brand credibility and audience reach.

3. Creating Tailored Creative Variants: To maximise relevance and resonance, 3-4 creative variants were created for each audience segment. This approach allowed us to A/B test and continuously optimise content throughout the campaign, identifying the most effective messaging and visuals for each audience. From gaming enthusiasts to a broader, tech-curious audience, the creative variants showcased unique selling points that resonated deeply with each group, ensuring a more personalized and impactful ad experience.

The Results

The strategic planning and implementation of this campaign yielded strong results for the client, surpassing initial awareness and engagement targets:

• Complete Product Sell-Out Within 2 Weeks of Launch: The campaign generated exceptional demand, leading to a full sell-out of the product within two weeks.

• 17% Increase in Click-Through Rate (CTR): Our audience-specific creative approach and channel strategy led to a significant increase in CTR, underscoring the effectiveness of tailored messaging.

• 210% Increase in Website Traffic Over Benchmark: The campaign drove more than double the expected traffic to the website, generating momentum and capturing significant consumer interest in the lead-up to launch.

Looking for similar results for your brand? Contact me to discuss how tailored digital market strategies can drive awareness, engagement and demand for your next product launch.