Launching their best yet screen calibrator, the Digital Glue team helped make Datacolor’s product launch a whooping success.
Launching their best yet screen calibrator, the Digital Glue team helped make Datacolor’s product launch a whooping success. We secured 39 pieces of coverage in the US and 28 in the EU with a total of 1,02 million estimated coverage views. Digital Glue exceeded all launch KPIs resulting in a successful breakthrough for Datacolor’s SpyderX.
DataColor
- PR
Challenge
Datacolor needed to launch their latest product, SpyderX, into the international photography market through PR and social media. There hadn’t been a new significant product in the colour management market for several years, and they wanted to leverage that fact to ensure that there was a huge amount of interest in SpyderX, which would translate into global interest, increase engagement and generate sales of SpyderX.
In addition to this, they wanted to tease the product prior to the launch to ensure that they still had the attention of their audience, after what had been a relatively quiet time for colour management.
Response
We worked closely with the Datacolor team to create target tiers of media for US and EU regions, highlighting the key press within those media lists. We spoke with all key press who signed an NDA before the launch date for them to review the SpyderX. The launch date was February 11th 2019, so we set key review and press release coverage KPIs for launch day, launch week and ongoing throughout the month.
