The Challenge
The Nobo Kapture® digital flipchart is a revolutionary new plug and play solution that enables meeting notes to be captured, edited and shared instantly. It was launched by Nobo, a division of Acco Brands, into the UK and France in April 2010.
Nobo Kapture® is sold primarily through a network of office equipment suppliers and online retailers. Acco Brands had already defined specific target sectors whom they felt would benefit from purchasing the Nobo Kapture® product, however brand and product awareness of Nobo Kapture® within these target sectors was low.
The Outcome
Initially Branch devised and implemented a 3 month brand awareness campaign tailored to Marketing & Advertising, Training & Development and Business Consulting sectors across the UK. There was also limited activity in France.
Specifically Branch used targeted B2B social media (LinkedIn advertising), web banners in online marketing and creative publications, third party email marketing and a pay per click campaign on Google’s search and content networks. The campaign also had strong PR support through product placement & reviews, competitions and case study development amongst targeted sector press. Branch felt it was important to raise the profile of Nobo, as experts in running effective brainstorming meetings. A programme of by-line articles and presentations targeted at SMEs has also been created via regional Chamber of Commerce networks for 2011.
The Results
Branch committed to achieving a reach of 1.3M across the UK B2B market and 850k in France within three months without exceeding the campaign budget. To date (and the campaign is still running) Branch have exceeded the UK reach by 50% and are on track to triple the French target. Acco Brands and Branch have forged a close working relationship and the programme has been extended into 2011.