Revolutionary and Direct: Launching a Brand Through Digital Communication

“Our customers quickly embrace innovation. They’ve already heard about the brand through overseas promotions, discuss it in internal communities, and are eagerly waiting for it to arrive in their country, as they say, to ‘update the version’.” This was how our meeting with a fascinating and international brand began, ahead of its launch.

The brand’s marketing department understood that to successfully launch their activities locally, they needed a system that allowed personal, direct, immediate, and reliable communication. One that would support the activities and provide updates to customers at every point in the journey—from interest, through purchase and delivery, to ongoing communication.

Now, after a successful launch, we present the needs that arose and how the inwise system provided optimal solutions.

The Needs

• A system for personal, direct, and immediate communication – As part of the brand launch, direct responses were needed for interested parties, to inform them about launch events and enable registration.
• Digital platform – The audience interested in the new brand are early adopters of technology. Therefore, communication with them needed to be digital, direct, and innovative.
• Knowledge sharing – An organic discussion began on social networks and internal communities of buyers ahead of the launch. This wave of interest led to the understanding that the potential audience is curious and engaged, generating interaction with the brand. To leverage this discussion and harness it for the launch, a platform was needed to enable knowledge sharing with all interested parties, not just those in specific communities.
• Knowledge accessibility – The product launched is one where technology and innovation are integral. It is the first product in its category to undergo a “version update” similar to operating systems of mobile phones. This necessitates updating customers on new features and version updates.
• Multi-channel communication –  Messages and responses to customers needed to be on a platform suited to the message type and customer needs.

The Solutions

• Immediate solutions – The increasing interest in the new brand during the launch was reflected in the order pace and customer handling. Our system supported the high demand and provided holistic solutions to meet all needs, including design (landing page and email campaign design in brand style) and operational (lead synchronization and contacts list management). Throughout the launch, analysis was conducted to understand what mattered to customers, allowing for precise campaign adjustments and logistical planning.
• Ease of Use – The current launch was characterized by an exceptionally fast pace, but the system’s ease of use allowed for the independent and rapid production of marketing materials—without the need for developers, designers, or other roles. The support team was available to assist with specific needs and provide solutions or guidance.
• Multichannel capability – Each communication channel with customers has its advantages and disadvantages. However, when everything is measurable and managed from a single system, it is easy to understand which messages and channels work best. In this launch, due to the specific messages and audience, this integration played a crucial role in ensuring precise and optimal activity.
• Customer Journey – The system enabled the management of the entire customer journey: from event registration, through the purchase process, to ongoing communication with customers, some of whom even acted as brand “ambassadors.”

Result

The feedback we received from the client speaks for itself. “Our success in is not taken for granted, and many factors need to work well together for it to happen. The aspect of personal and direct digital communication with leads and customers is crucial in this context. The reliability of the system and the support team, who guided and supported us, played a significant role in the success of the launch in the country