Crafting an Award Winning Product Launch for Titan Tool

A manufacturer of niche contractor equipment sought to capture new market share and drive sales through the launch of a groundbreaking product. With a focus on authenticity and impactful messaging, the company turned to IAN Advertising to develop a unique go-to-market strategy. Our goal: to build awareness, capture the target audience’s attention, and drive sales through their retail partners.

Our Approach

To meet the client’s goals, we created a dynamic and multi-faceted product launch campaign, ensuring it captured the attention of the target audience and generated measurable results. Our strategy included developing a campaign microsite, employing a multi-channel media campaign, and creating product videos.

  • MIcrosite Creation

  • We developed a dynamic microsite that acted as the campaign’s central hub, where contractors could explore product details, watch educational videos, and engage with the brand.

  • Multi-Channel Media Campaign

  • We employed a comprehensive media strategy, including paid and organic social media, paid search, and traditional advertising. Each channel was strategically chosen to target contractors across a variety of touchpoints.

  • Product videos

  • High-quality product videos were created to highlight the product’s key attributes, educating contractors on how it could improve their workflow and deliver added value to their businesses.

the
results

+100K site visits within two months
+3million campaign impressions
+890K views of the product launch video

"Product of the Year"

The product was awarded “Product of the Year – Product Innovation and Sales Volume” by the industry’s leading retailer, recognizing the product’s innovation and impact on sales.

Conclusion

The results from the campaign were impressive and far exceeded expectations. This successful product launch campaign not only generated millions of impressions and increased site traffic but also earned the client industry recognition. By leveraging a powerful combination of paid and organic media, a custom microsite, and engaging video content, we helped position the client’s new product as a leader in its category and drive substantial sales through their retail partners.

work