Case Study

Launch time for revolutionary smartwatch brand, Vector

  • 350+ Live press features published
  • 41 Countries ordered after launch
  • 200+ Influencers at LDN & NYC

THE CHALLENGE

Vector Watch were entering the competitive smartwatch category with its own innovative technology and style. Red Hot Penny were enlisted to help get them off the ground with a mix of ecommerce consultancy, Digital PR and Social Media.

THE SOLUTION

With new wearable tech launching weekly, it was important that Vector entered the market with a bang. Red Hot Penny consulted with the brand to help develop their ecommerce strategy and our Digital PR and Social Media teams synced up for an integrated approach.

Countdown to launch: Prior to the launch event, our Digital PR team were tasked by Vector to handle all press and blogger communication, sample allocation and press release distribution. An exclusive first look at the watch was even covered by the BBC in an interview with Vector CEO Joe Santana.

Gaining social momentum: 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 media strategy was to ensure strong interest for the full product launch and secure pre-orders.

From London to New York: Red Hot Penny’s Digital PR team fully supported the Vector Watch press launch events in London and New York. This included venue sourcing, guest list management, invite creation, at event management, coordinating sampling and the watch setup process.

Creative timing: Launch campaign imagery was shot with photographer Christopher Jeney, working closely with Vector’s Marketing Director to bring the brand to life. We also oversaw the creative direction of all product CGIs, videos and visual assets created to support both launch activity and new ecommerce website.

THE RESULTS

A fine-tuned guest list: Our Digital PR team helped to secure the attendance of nearly 200 press and influencers at Vector’s London and New York launch events. This included key influencers in the fashion space like In the Frow and Chris John Millington, as well as publications Grazia, Tech Crunch and Wired magazine.

Multi-national coverage: Following the launch, Vector gained coverage in 350 press features and received orders from 41 countries worldwide.

What our expert said

We used digital PR as Vector needed an integrated approach for this campaign. As Vector were launching their products online, it was fundamental that any PR activity we carried out had a positive impact on organic search and drove potential customers to the new website. Link building, brand awareness and product reviews all helped to create a successful PR campaign

Alice Phillips, PR Account Manager

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