New Product Launch – Cherry

Can you have a very limited product launch budget and still be successful?  Get the most bang for your buck by targeting your campaign.

Challenge

To introduce new washable keyboards and mice to the Healthcare/IT market—a market totally unaware of Cherry and its products—with a minimal promotional budget.

Solution

The product launch message centered on an increasing emphasis on controlling the spread of disease and infections within healthcare facilities.  Studies by The Committee to Reduce Infection Deaths and Northwestern Memorial Hospital identified computer keyboards as likely “bacteria traps.”  Cherry’s new washable keyboards and mice featured fully-sealed rubber casings, allowing users to fully immerse them in cleaning fluids and hospital-grade disinfectants. 

With minimal budget, we introduced the product via several press releases and online advertising programs to key Healthcare/IT publication and industry sites, driving interest and online traffic to specific product and landing pages on the Cherry site.