The halterneck strap cushion

The brief

The creators of Halto came to us for an extensive digital marketing campaign to generate awareness of the product and maximise the potential of a primetime BBC TV appearance on Dragons’ Den.

What we did

The Eight Wire team researched into the market, finding that there was no current market for the product. We focused on marketing within a ‘new’ category of halterneck strap cushion which became the key message within all communication. Further research into Dragons’ Den allowed us to establish key figures regarding website traffic and sales expectations. All of this information created a clear plan of how to move forward and which channels to use.

What happened next

We created assets to use across social media and the website for use prior to, during and after the Dragons’ Den programme to maximise impact of the television appearance. These had to be fun, quirky and empowering to reflect the brand and personalities of founders Lucy and Lerryn. We also employed PPC and Facebook advertising along with relevant hashtags to build the Halto audience and capture viewers of the programme. E-newsletters were redesigned and content developed to share the news about the airing and encourage testimonials from users. We also contacted bloggers, vloggers, journalists and publications to offer a product for review or a collaboration.

The outcome

Since our strategy was put in place, Halto has had a 162.5% increase in website visits. During the strategy period, they made 195 transactions through their website, engagement increased across social media and email marketing channels and revenue doubled compared to the same period the year before.

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