A digital campaign strategy proposal for a mock product launch by Pebble Watch for ladies.

1. A Digital Campaign Strategy for
Pebble’s New Product Launch:
PebbleFemme

2.  New Product Launch
 Target segment/Audience
 f18-31
 Working
 Living in Singapore
 Resources
 Existing Facebook following: 80 fans
 Main audience m21-31
 Cultivate new segment/target audience
 Grow awareness among target audience
 Earned media (Approximately 10,000 mentions) across social
media platforms
 Purchase
 Minimum sales of 500 units in one month

3.  Awareness
 Identify where Target Audience are
 Leverage most relevant channels
 Speak their Language
 Purchase
 Understand Consumer Decision Journey
 Streamline Path-to-Purchase
 Encourage Conversions
 Referral
 Encourage Word-of-Mouth

4.  Display Advertising
 Paid Search
 Social Media (Earned and Paid)
 Email Marketing

5.  Instagram
 Awareness and Buzz
 Twitter
 Awareness and Lead Generation (Direct traffic
to microsite or getpebble.com)
 YouTube
 Awareness and Product Introduction
 Facebook
 Awareness, and Referral

6. EARNED PAID
 Facebook
 Cover page announcement
 Instagram updates
 15second video and Shares
 YouTube
 15second video + Video
contest
 Instagram
 15second video + Photo
contest and Video contest
 #creation @shoutouts, Likes
 Twitter
 RT and Favourites
 Integrate with partner brands’
social media handles/profiles
 Facebook
 Sponsored Stories
 YouTube
 Pre-roll
 Twitter
 Promoted Tweets and
Trends
 Magazines (Print/Digital)
 Ad packages

7. ConvertEngage
Organic
Reach
Twitter/IG/
YouTube
Twitter/
Instagram
Pebble
website
Retail stores

9.  Pebble brand profile
features product teasers
including possible watch
strap designs
 Target audience vote for
their favourite watch
strap designs

10. Video and
Photo
Contest
Top winner in
each category
wins a Pebble
watch or Accessory
 Invite target
audience to
submit
video/photos
with the theme
“Freedom, fun
and Me” with
#itsmytime
 All submissions
appear on on
Pebble’s IG feed
#itsmytime

12. Reach
• Promoted Trends to drive mass awareness
Soft lead
• Invite target audience to RT or reply with
their favourite Pebble Watch strap designs
using @mypebble
Hard lead
• Feature brand url in tweets: See more at
https://getpebble.com/
Attach Lead Cards to ALL Pebble Tweets

13.  Organic
 Feature product launch teasers on Facebook cover
page
 Provide IG contest updates via Facebook status
updates
 Engagement
 Share their favorite designs with female friends on
Facebook and via IG
 Paid Media
 Sponsored stories
 Product Ads

14.  Press Releases to publishers (Print and Digital)
 Ad placements/sponsored articles(Print)
 Ad placements/sponsored articles embedded
with microsite link (Digital).
 Include a CTA:
 Example: “Tweet @<<Publication name>> +
#<<campaign hashtag>> to friends.

15.  Pop-up kiosks at popular retail malls, beaches,
nightlife spots, CBD, parks – reflecting use
occasions of Pebble
 Option for OOH placement based on Pebble photo
contest
 Magazines (Local –specific and International
publications with local editions)
 Online (Lifestyle and Tech portals)

16. Week 1 2 3 4 5 6 7 8 9 10 11
Prep stage Campaign

17. Week 1 2 3 4 5 6 7 8
Display
Ads
Paid
Search
Social
Media
Twitter
Facebook
YouTube
Instagra
m
Email
Print
OOH

18.  We will review metrics by:
 Channel
 Overall
 Demographics
 Devices

19.  CPM (Impression)
 Cost per site visitor
 Cost-per-action
 Clicks
 Shares
 Likes
 Cost-per-inbound link
 Cost-per-acquisition

20.  Market research
 Media buy and scheduling
 Premiums sourcing
 Press releases
 Confirmation of marketing partners
 Magazines (Print/Digital)
 Retail partners
 Payment providers