As an agency, we love to hear of a client success story and the recent acquisition of Vector Watch by Fitbit certainly brought a smile to our faces.
Launched in March 2015, the smartwatch start-up designs and develops wearable technology for the modern consumer. The brand has always been committed to delivering the highest quality of craftsmanship, by combining impeccable design and exceptional materials with cutting edge software.
The Red Hot Penny team played a pivotal role in the initial launch strategy. Working closely with the Vector team, we delivered an impactful Digital PR launch activation campaign, integrated with a tailored Ecommerce and Creative strategy. Here are some of the key successes we helped Vector to achieve in their first year of launch.
What We Achieved For Launch:
>350 Live Press features published following launch event
41 Countries ordered after launch
>20 Influencers at LDN & NYC
Full Service Requirement
The smartwatch brand tasked Red Hot Penny with delivering a complete end-to-end solution for the business through our Connected Commerce model. This approach integrated all of our key services, including Digital Marketing strategy and activity, especially Digital PR around the launch activation, Creative, Ecommerce Strategy and Global Logistics with our partner SEKO Logistics. Vector Watch was entering the competitive smartwatchcategory with its own innovative technology and style. With new wearable tech launching weekly, it was important that Vector entered the market with a bang.
Brand Discovery & Implementation
Vector already had a strong product offering, they just needed an agency to establish an equally strong brand identity that could be communicated to its customers. Our Creative Director worked with Vector on defining their core values and unique selling points, extending their brand guidelines across the digital landscape in the process.
Full PR & Social Management
Our PR team were tasked by Vector to handle all press and blogger communication, sample allocation and press release distribution. An integrated social strategy was developed to support press activity by sharing secured coverage, while also communicating with Vector’s growing followers. The aim of our social strategy was to ensure strong interest for the full product launch and secure pre-orders.
London & New York Launch Events
In preparation for the official launch to consumers, an exclusive first look at the watch was covered by the BBC in an interview with CEO Joe Santana.
Red Hot Penny’s Digital PR team fully supported the Vector Watch press launch event in London and New York. This included venue sourcing, guest list management, invite creation, at event management, coordinating sampling and the watch setup process.
Supporting Vector’s in-house PR team, Laura Whitmore and Amber Le Bon were secured as DJs for the London event held at the Mondrian Hotel (Rumpus Rooms) while Chelsea Leyland DJ’d in New York. Also in attendance were influential press publications and high profile bloggers including:
LDN Blogger Attendees:
NYC Press Attendees:
NYC Blogger Attendees:
Following the launch event, Red Hot Penny carried out a review programme and contacted all journalists who were gifted a Vector watch to make sure they were getting the best use of it. Any issues were resolved before any publications went live to ensure the best publicity for Vector.
One-to-one meetings were set up with Joe Santana, CEO of Vector, to provide VIP treatment for key journalists. These also took place after the event for those who were unable to attend.
Continuing the momentum of the launch, Red Hot Penny extended the gifting and review programme after these events. We targeted additional publications and tech vloggers who couldn’t attend the event to further increase the coverage of Vector’s launch and secured coverage on leading tech and fashion publications including CNet, Wired, TechCrunch, Wareable, Grazia and Marie Claire.
In preparation for launch, our creative and production teams created a pre-order microsite to facilitate the product launch in Switzerland and early consumer demand. The microsite featured still life product imagery to showcase the collection, while full product descriptions explained the many impressive features and functions.
Working closely with Vector’s Marketing Director, our Creative Director produced the launch campaign imagery shoot with photographer Christopher Jeney. We also oversaw the creative direction of all product CGIs, videos and visual assets created to support both launch activity and website. It was important that Vector positioned itself as Watch First, Smart Second to differentiate itself in the technology and gadget focused market.
Red Hot Penny worked to define the ecommerce strategy for Vector and assisted with the design and build of Vector’s first UK and US responsive ecommerce stores. This included full integration into SEKO’s global DC’s, giving them the possibility of shipping to over 40 countries worldwide at launch.
The fully responsive site merged cutting edge design with technological flair, fully optimised for both conversions and devices. We lead with a fashion-first approach, blending creativity with technology to represent and position the brand as a market leader in wearable tech.
Keen to find out more about our Digital PR services? Here’s how we can help.