LAUNCH NEW PRODUCTS

Challenge:

For the launch of their new product line Timeless and #agewisely, cosmetics and haircare innovator Living Proof wanted to create online content that would engage their target audience of women 40+.

This particular audience was one that had grown to value their own experience and learning over what companies tried to tell them. We leaned into this insight by creating content that acknowledged and showed how real wisdom for women comes knowing what’s right for you.

Outcome:

By presenting conflicting advice that women were likely to have received (e.g., “Follow the rules.” vs “Rules were meant to be broken.”) we sparked a conversation with our target audience and created an important foundation for the launch of Timeless.

Challenge

As Sonus looked to bolster their established solutions, they found themselves competing more and more with companies making outlandish claims that would-be customers were starting to believe.

Insight

Beyond particular product features, the most important benefits we offered customers was truth and dependability. This led to a campaign that introduced various mythical beasts – each highlighting a competitive overpromise – as a way to remind customers and prospects of our proven value.

Outcome

The Cloud Myth vs Cloud Reality creative platform served as a powerful campaign for sparking engagement and brand reconsideration. 31% of the companies that were targeted showed increased engagement with Sonus and their new offering.