Smart Product Launch Taps Social to Sell In, Sell Through & Exceed Sales Goals

Our work with totes>>ISOTONER for the smarTouch launch brought the brand double-digit sales growth. The brand faced the challenge of launching a product in time for the holiday season and standing out from the noise of competitive gift promotions. totes>>ISOTONER needed to quickly raise awareness of smarTouch gloves—gloves that not only keep your hands warm, but enable you to use your touch screen devices (phones, tablets and more) thanks to a conductive thread on the glove’s index finger and thumb.

Empower realized the target audience purchasing the gloves would be buying them as a gift for someone else. We designed a campaign around the concept “Give the Gift of Touch.” Empower handled all creative, PR and media planning/buying for this campaign, which included the microsite smarTouchgloves.com, a video, a Facebook-oriented promotion in which consumers send virtual gloves to friends, a blogger outreach effort and tie-in with the CNN Heroes event and an online and mobile display campaign that reached millions of people this past holiday season. To increase engagement, a sweepstakes ran whereby contestants could win an iPad for themselves and a friend. Brandweek featured the smarTouch video we created on its blog.

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smarTouch Campaign Results:

• Increased the number of units shipped to retail by 12.7%
• Increased sell-thru by 19.4%
• Demand for Men’s Smartouch was exceptional
• Exceeded sell–in and sell-through despite the severe winter weather that kept some shoppers home, late in the season

“Thank you, Empower, for a great holiday season. We pretty much broke every record for totes-ISOTONER.com! Gross revenue was up 152.4% in December. Your work and efforts are a big part of our success!”
- Chris Reighley, Director of eCommerce, totes-ISOTONER

Empower is proud to have established the smarTouch brand as a leader in touch-screen compatible gloves by engaging consumers through a smart blend of media designed to encourage purchase. We even wound up buying more than a few pairs ourselves to give as gifts. And we received the gift of industry validation when the campaign picked up awards at the local and regional American Advertising Federation Awards.