Overview
Absent of a launch event or experiential activation, 5W was tasked with generating buzz, increasing purchase intent and driving customers to retail in support of T-fal's newest product launch: the T-fal HeatMaster Collection.
Strategy
5W created a "launch moment" through a multi-faceted digital program and centered all efforts to take place during one launch week. Key program elements included: curated influencer content shared on social media, surprise & delight product gifting to influential leaders in the food, home & lifestyle space, social media content blitz and week-long sweepstakes, real-time performance marketing and paid social strategy.
Results
IMMEDIATE "LAUNCH WEEK" RESULTS
- 125% sales lift during launch week at priority retailer, Walmart
- 3,000+ clicks to website product pages and retail
- Over 3million consumers reached through contracted Influencer partnerships
- Additional 700K consumers reached through added-value organic social shares resulting from a surprise & delight gifting initiative
- 7% Instagram follower growth
- 630+% increase in social engagements (MoM)
- 30% increase in website traffic (WoW)
