Combat or Flight received at The Drum Awards for B2B 2022 within the Finest Restricted Funds Marketing campaign class for ‘Gown Launch’. Right here, we discover out what went into this profitable work.
Japanese printer producer Roland DG wanted to advertise its newest garment printer throughout 5 European markets – with simply £10,000 ($12,000). Combat or Flight received the job carried out.
The transient
In autumn 2021, Roland DG wanted a marketing campaign to advertise its newest garment printer (the catchily named Texart XT-640S-F) within the print, textile and trend media.
Historically, Roland’s product comms are targeted on technical info, supplemented with white papers, spec sheets and webinars. This time, Roland wished a much bigger, extra inventive thought that might get the eye of trend and textile print companies throughout the corporate’s 4 core markets: UK, Italy, France and Spain. However the agency solely had £10,000 to spend.
The thought
Combat or Flight got here up with the thought of a ‘Gown Launch’ – a press launch ornately printed onto a gorgeous costume – that might “present not inform” garment printers throughout Europe simply how dextrous and adaptable Roland’s textile machines are.
The costume was printed in Europe’s largest trend capitals, Milan and London, utilizing Roland’s new Texart F-series printer. It used a sample that might exhibit the printer’s white ink, and vibrant crimson, pink and inexperienced shade capabilities.
The company appointed designer Fabia Goff to create patterns impressed by Roland’s Japanese heritage, and a video crew to shoot a mannequin sporting the costume for a UK photoshoot. Teaser movies had been uploaded to Roland DG’s LinkedIn and Instagram channels. On launch day, hi-res pictures of the Gown Launch had been despatched to print, textile and trend commerce media, together with explanatory copy. A sequence of social media posts adopted, together with a ‘making of’ video that allowed the viewers to see the printing course of for themselves.
The outcomes
For a complete value of simply £9,000, the “Gown Launch” marketing campaign delivered 60+ articles for Roland DG throughout print, textile and trend media in UK, France, Italy and Spain. 46% of all protection was non-English language, a key metric for the marketing campaign.
High hits included Printwear and Promotion, Textil, Print Month-to-month, Vogue United, Innovation in Textiles, and a characteristic in PRWeek’s ‘Marketing campaign of the Week’ part. On LinkedIn, regardless of zero paid social spending, the marketing campaign drove nearly 11,000 natural impressions and over 1,000 engagements (at an engagement fee of 11%, in opposition to a 2% business common).
The hero submit was the all-time top-performing submit on Roland DG’s channels, delivering an engagement raise of 1900% in comparison with the typical Roland DG natural submit.
This marketing campaign was a winner at The Drum Awards for B2B 2022. You may see all of the winners right here. The Drum Awards for Advertising and marketing are at the moment open for entry. Discover out how one can enter now.
