ABOVE THE LINE
To make this a bit more believable, after 12 hours on Twitter, our above the line campaign started. We managed (somehow) to get our Ladyball TV on national TV stations with official clearance. We also ran on a number of radio stations. And of course – press. We even amended our press and had different versions running, depending on the publication and the audience we were talking to. We felt press was somewhere we could have a bit of fun.
We had a clear call to action on each of our communications directing people to our website – Ladyball.com where we, like a real product, housed information on the product, blog posts, testimonials, an interview with our Celebrity endorser and of course… our TV ad.
Our digital display, again, was like you would expect with any real product launch – homepage takeovers, MPU’s, leaderboards and billboards. Pre rolls of our TV ad ran on high interest videos with predominately female viewers such as Daily Mail.
Social played a huge part in Ladyball. Before any media spend, we were picked up on social, written about online on content sites and begun trending… from one tweet!
We created a Ladyball persona, who all day and night replied and had fun with people on Twitter. We had a full social strategy with posts and images promoting our “New innovative product” almost every hour.
THROUGH THE LINE
We didn’t stop there. We even created the PRODUCT itself. Packaging and ball existed. We used these as the main prop of course in our product launch photo call with Celebrity endorser, a former GAA player and our models. We shared behind the scenes footage of the photocall shoot on Twitter and the following day, released official images with accompanying press release. On social we also ran competitions to win Ladyball merchandise – headbands and tshirts while also treating some to Ladyball cupcake press drops.
- Campaign content had a reach of over 8.5 million through social media
- Trending in Ireland within 1 hour of launch and throughout 3 day launch
- 116 publications globally reported on the negative issues raised (from SydneyNews to Forbes magazine)