ISOTONER smarTouch Case Study
Product Launch’s Smart Concept and Media Spend Helps 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.
Give The Gift of Touch
Empower’s consumer insight revealed that the target audience purchasing the gloves would buy them as a gift for someone else. This helped drive all media planning and buying as well as paid search for the “Give the Gift of Touch campaign,” which also leveraged a Facebook promotion and an online/mobile display campaign to reach millions of people. The engaging Facebook promotion allowed contestants to raise awareness of the promotion by sharing virtual gloves with others to compete for an iPad for themselves and for one of their friends.
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