Omni-Channel Marketing
The Challenge
A 150-year-old global chemical and advanced materials company with over €10B in annual revenue was ready to introduce a new, biocompatible polymer material into a medtech market. This company had spent several years strategizing, developing relationships and putting together a robust plan to launch at several key meetings in the U.S. and EU markets. The challenge before them was to launch like a leader into a market that was not aware of their company or their product.
The Solution
Pointward assembled a virtual team that spanned multiple partners in several countries to put in place an integrated plan that coordinated public relations, advertising, social media and trade show activities to drive high levels of awareness not only at the targeted trade shows, but also in international media.
The Results
Pointward was able to drive several in-person editorial interviews with publishers that resulted in 44 articles and several video features that appeared on relevant social media outlets before, during and after the trade shows with an estimated reach of 3.1 million. The accompanying social media campaign was executed over a six-week period and resulted in 3.2 million impressions with a reach of 2.5 million. In addition, there were over 160,000 complete video views.
"This project began with a very ambitious launch objective. We have not only achieved this, but a whole lot more!"
Director, Strategy & Marketing