Consumer Communications
Worldcom offers extensive communications experience with consumer products and electronics, including defining and designing winning brand communication strategies, to build brand awareness and equity in this industry.
Worldcom offers extensive experience with consumer products and electronics, including defining and designing winning brand strategies, to build brand awareness and equity in this industry.
The consumer-products industry spans toiletries, cosmetics, luxury goods, consumer electronics, and other household goods. With steady growth from the rapidly developing economies, consumers are demanding access to both commodities and luxury items.
Two-way communication between the brand and the consumer drives awareness and positive brand image, builds trust and preference, and promotes brand loyalty.
Worldcom’s CE PR agencies provide a deep insight into how to build an integrated communication strategy, cultivate reputations, and connect with consumers – to ensure brand equity, and ultimately drive sales. Our partners are some of the leading public relations firms in the world. Find your worldcom Worldcom electronics PR firm.
Success Story
PR for Fitbit: A Breathtaking Success
Speed is of the essence for some of Fitbit’s most avid users – and it was no different for its launch campaign in Germany. HBI devised an innovative and multi-faceted campaign across consumer and fitness media, while creating buzz and a viral effect on blogs and social networks.
The Task
But HBI didn’t stop there. It developed an ambassador program that included the popular Quantified Self movement, helping to drive Fitbit into an even wider market. HBI also organized outreach communications to German pharmaceutical and health insurance firms.
Some of these are now using Fitbit to help customers track health issues. The campaign has reached about 1.5 billion people so far. Fitbit – which is now a household name in Germany – is thrilled with the results, especially as the campaign was run on a limited budget!
The Strategy
Before the launch in March 2012, HBI conducted multiple media briefings and set up Fitbit pages on social networks. It focused on personal contacts and quality advertorials, while providing key journalists and bloggers with a test device. HBI ran dedicated campaigns for each target group, including customers of T-Mobile, Microsoft and the retail chain Sport Scheck.
It organized daily competitions and discussion groups on social media as well as outreach to personal trainers, health insurance and pharmaceutical firms, many of whom now distribute the product. Together with Fitbit, HBI built a support portal to help users with queries. In the ambassador program, members of Quantified Self used Fitbit devices to measure their fitness or sleep patterns and publish the results online.
The Result
HBI’s Fitbit campaign has reached about 1.5 billion people. The agency achieved exceptional results with 867 pieces of print, online and blog coverage, 135 product reviews and 95 face-to-face interviews. The ambassador program is extremely successful and has been extended to cover VIPs and heavy Fitbit users. Fitbit currently has over 4500 Facebook ‘likes’ and nearly 900 Twitter followers.
The campaign is still ongoing and in spring HBI organized and managed the launch of the new Fitbit Flex, with 44 interviews at CeBIT and other trade shows as well as a press tour in Germany and Switzerland. It also runs campaigns like Mr. and Ms. Fitbit for couples as well as a sponsored charity run for women in several cities. Fitbit is thrilled with the results, which have far exceeded its expectations.
