Case Study: HTC VIVE Cosmos VR Launch
Situation:
HTC VIVE was releasing its first-ever “inside-out tracking” VIVE Cosmos virtual reality (VR) unit. Its modular faces meant it could be used as a standalone VR unit for entertainment, connect with VIVE Base Stations for more advanced VR experiences (high-end gaming, enterprise), and design. Given this was VIVE’s first foray into modular VR, the goal was to drive as much interest and excitement from press and the VR community.
Approach:
Given the product was not ready for press preview, I designed an integrated content strategy, and led creative development (positioning, overall concept, copywriting, and scripting), that utilized the limited product information to drive a long-tail marketing campaign that not only drove initial interest in the product, but also educated the community on the differentiating features of Cosmos. In addition, I addressed post-launch acquisition objectives by creating performance marketing content that packaged Cosmos with VR content to drive immediacy of purchase.
Pre-Launch: Create Excitement
30 days prior to street date of VIVE Cosmos, I crafted a series of content that ran across paid media, owned social/site, and press, designed to alert the community of the upcoming launch of VIVE Cosmos. In addition to announcement messaging, I used social listening to create content to proactively address the major product topics coming from the VR community.
Launch: Drive Education
From a period of seven days prior to launch to fifteen days post-launch, I created a series of content that immersed the customer in all the differentiating features, uses cases, and hands on experience of VIVE Cosmos. This “full immersion” approach was designed to make the customer feel more confident about their understanding of how VIVE Cosmos could apply to their personal lives and felt empowered to purchase. The content was distributed to press outlets, ran across paid digital, and owned channels.
Sustain: Drive Acquisition and Continued Attention
Post-launch, I created a series of lower funnel content intended to illustrate the value of purchasing VIVE Cosmos as a bundle with VIVEPORT VR VOD service, as well as continued to highlight nuanced verticals where VIVE Cosmos could play a daily role in customer’s life.
Results
Campaign KPIs:
Reach
Social Engagement
Social Sentiment
CTR
