Infuse: Product Launch
After years of being pitched to retailers, Infuse had yet to generate any interest. It lacked clear positioning and a compelling pitch. When I adopted ownership of this brand, I kicked off consumer research, claims development, and package design. From there I developed a winning position and delivered a rock-solid pitch to the Target buying team. With this, not only was Target interested, but they wanted it exclusively for two years.
Infuse: Go-to-Market Strategy
After brand platform development, I led the go-to-market strategy–a full-funnel campaign that supported not only Target but the Infuse eCom website as well. Executing this omnichannel campaign was very much a collaborative effort, with activation in shopper marketing, affiliate, programmatic, search, social, CRM, sampling, and PR. We exceeded sales projections in the first month and were ecstatic, but soon learned that the mops were defective–and the negative reviews rolled in. No amount of reputation management could make up for the defect and that’s when we kicked off crisis communications, while the product team fixed the leak.
Influencer & Social Media Management
In 3 months, I was able to grow this Instagram community from 0 to over 13K. And in 5 months, I was able to get the account verified. I kept this highly engaged audience active with a steady mix of promotions, partnerships, Influencers, and UGC. This content was also syndicated to Target.com using the Curalate platform.
Marketing Creative
This launch was supported by a collection of creative artifacts designed both in-house and in collaboration with agency partners. Tightly branded and attention-grabbing assets that included photography, illustrations, videos, ads, and of course the Infuse website.
Project Partners & Acknowledgements:
I could not have wrangled this beast of a project without the help of my brilliant collective team. Together we launched something we can all be really proud of. I would like to give credit to Space 150 for Identity Design, Chameleon Collective for Digital Activation, and Trellis for Web Development.