LAUNCHING A BRAND
In early 2017, Porsche Design launched the $2500 Book One in partnership with Microsoft, Intel, Quanta and Trekstor. The challenge: Porsche is not known for expensive laptops. The branded laptop received negative customer and press reactions, focusing on the perceived “logo tax” and not the technical advantages of the laptop.
In order to make sure the project was a success, I created a custom content campaign to supplement the marketing copy. This included editorial, video and social.
A/B TESTING EDITORIAL CONTENT
Unlike many other launches, the Porsche launch offered a unique chance to test the effectiveness of content. Newegg was the only Q1 online retail launch partner and, due to the timing of press releases and product availability, I was able to construct an informal test to show the effectiveness of custom editorial content over traditional advertising copy.
RESULTS: PR SALES LAUNCH
The first launch at Newegg used only the original marketing materials from Porsche for Newegg’s marketing channels: email, banners and social. The result: low single digit orders. Porsche’s marketing looked great but failed to sell.
CONTENT LAUNCH: 1600% SALES LIFT
One month after the original launch, I redid the campaign launch but now with high value written and video content. Outside variables were eliminated: no additional press, retailers, reviews or ads. Content was the only new variable. Newegg’s marketing channels now drove to articles and videos rather than landing pages.
The result: 1600% sales lift, proving that strategic custom content can drive sales in ways traditional advertising cannot.
