What was the situation?
ABB, a global leader in the power automation industry, chose Oden to create demand for TruONE®, the world’s first true all-in-one automatic transfer switch (ATS).
The product was set to launch at POWER-GEN International, a leading industry event for key target audience segments. Because the power automation industry is entrenched with formidable competitors, it was essential for ABB to maximize this product launch.
How did Oden help?
With limited time to build interest and momentum without spoiling the reveal, we worked with ABB’s internal stakeholders to develop naming options, a customer journey map, and a full marketing plan that fleshed out all the touchpoints.
“The market for this product is complicated,” says Tina Niclosi, EVP at Oden. “Pair that reality with the constraints of the project, and it meant our entire team needed to be locked in on the same page.”
With a volume of creative and collateral to develop for both internal and external audiences, we created a master story document that outlined approved messaging for each audience segment. Mapping out what we wanted to say and how we wanted to say it on the front end, and getting stakeholder buy-in, allowed us to quickly develop a fully integrated launch campaign that utilized digital, social, video, and print for the big unveiling.
“Developing the key message for each audience segment at the beginning allowed us to develop creative quickly,” says Spencer King, Senior Design Director at Oden. “And we were able to ensure it was on message and on brand.”
What were the results?
The pre-launch teaser campaign led to a nearly tenfold increase in booth registrations and a large increase in the number of booth visitors and tours. The social campaign on Twitter and LinkedIn generated more than 530,000 impressions, despite a limited ad buy and short run period. And the promotional video generated nearly 275,000 impressions alone.
“The entire team was blown away by the positive reaction and engaged audience who came to the booth,” says Niclosi. “In fact, their U.S. division manager described the launch as a home run.”
To maintain momentum after the launch, the rollout plan included targeted content strategy to engage audience segments and drive specification for the product, including a social media campaign, product videos, infographics, and sales collateral.