Emerging Media created an integrated branding, strategic messaging, marketing, social media and public relations strategy that focused on the theme of “Dirty, Sexy Gadgets” and how The Toddy cleaned them up. The campaign included:
The Toddy Story
We developed the Dirty Sexy Gadget Story and Todd’s inspiration for the Toddy. Playing on the fashionable aspect of the cloth and the gadgets it cleaned, the concept struck a nerve with reporters, bloggers and consumers.
Prizing and Gifts
To gain favor with influential bloggers, we conducted a prizing and gift campaign over social media that encouraged bloggers to set up contests so their readers could win free Toddys. We also found and coordinated opportunities to distribute product samples in gift bags for multiple fashion and consumer related events.
Social Media Engagement
Customized FB Pages: We developed FBML pages that allowed customers to order through the Toddy Gear FB page.
Smudge Free Friday Contest: We developed and administered a successful Facebook contest that garnered more than 300 entries in 6 weeks, using Wildfire software.
Repurposing Media Coverage: Twitter was the perfect venue to share media coverage and create our own mini news feed on all things iPad, iPhone and anything else that was touchscreen related. The campaign garnered hundreds of followers in just weeks.
YouTube Demos: Rather than create a custom Toddy Gear channel for such a young brand, we decided to leverage “free media” and post all of the online and broadcast reviews on YouTube, Facebook and the Toddy Gear website. To date, these reviews have been seen more than 1000 times on YouTube alone.