Work

Pleo/UGOBE

Situation
UGOBE had a novel product to launch, the Pleo: an animatronic dinosaur toy designed to emulate the appearance and (imagined) behavior of a week-old baby Camarasaurus.

Strategy
We decided the best way to connect with an audience interested in innovative tech toys was to not only introduce the product, but solicit their feedback.

Solutions
e-storm began with community planning and development, and produced an overall strategy of social media marketing that identified new audiences and promotion areas. We also helped UBOGE implement a social media monitoring tool so they could track awareness themselves – and trained their staff on WOM and social media. A critical skill we imparted? Learning to identify both negative and positive WOM – and use it to UGOBE’s advantage.

Results
The product was sold out within weeks of launch. Through sustained social media activities, consumers and fans of the product contributed more than 6,000 posts covered Pleo, 650 different Pleo videos on Youtube that were viewed by more than 3M users. Videos at Pleoworld.com were the 6th most consumed content, and 400 sites about Pleo were bookmarked on De.li.cio.us. StumbleUpon even made Pleo a Top 20 referee.