Sinch

E-commerce. It’s a Sinch.

Capitalizing on the results of a survey it commissioned in 2011, New York-based Dune Road Design LLC has made a big splash with the Sinch, a cord-management device whose name is as inventive as its design. The survey of 2,000-plus adults revealed that more than two-thirds of wired headphone users are frustrated by tangled cords. Enter the Sinch, an elastic band with built-in magnets that attaches to the audio plug of a device’s headset. To create the Sinch, Dune Road Design partnered with frog, a San Francisco-based company. But how to market it was the big question, and we had just the answer.

SNAPSHOT

Smartphone accessory product launch with Magento ecommerce and social media marketing

SERVICES

Strategy, Information Architecture, Design, Technology, Content Management, Online Marketing

www.thesinch.com

Challenge

The Sinch was a fantastic new product, but this kind of device was virtually unknown, and so was its category. We needed to build prelaunch brand awareness and buzz for an unfamiliar product type in an undefined category, and the budget didn’t support a major traditional ad campaign with TV spots, print ads, and direct mail. Dune Road Design and frog also needed to start actually selling the product, so they approached Loewy to come up with a strategically sound, financially smart, and creatively powerful nontraditional way to market the launch of the new product and sell it online.

Approach

We developed a compelling integrated teaser campaign to build intrigue and mystery around this magical new device that would stop cord chaos and help headphone users live tangle-free. It all began with strategic planning for a multi-faceted blitz designed to reach audiences in powerful, unexpected ways in their real and virtual lives, combining a teaser website, social media, and banner advertising with outdoor billboards and traditional PR.

We created a Facebook fan-building campaign, which generated Likes through a discount offer and targeted Facebook banner ads. We also developed a series of animated shorts used on the Sinch teaser site, YouTube channel, and Twitter page, and in a banner ad campaign targeted to audience demographics and online behaviors. At the same time as we were hatching the teaser campaign, our tech and design team developed an ecommerce platform and online store for the Sinch. Built on Magento, with a custom one-page checkout page and user-friendly interface, the online Sinch store we created makes life easier for consumers, just as the product does.

TECHNOLOGY STACK

The ecommerce platform was built with Magento and integrated with WordPress for content management. PHP was used as the server-side scripting language, with MySQL as its primary database. jQuery and CSS3 were also used to enhance the front end user interface and overall usability. Loewy also developed custom Facebook applications for marketing.

Results

The teaser campaign was a runaway success, generating over 13K Facebook fans, over 40K visits to the websites, and strong sales. It created global buzz, with articles and reviews in some of the largest publications and blogs. Most important, it drove brand awareness, capturing the attention of many international distributors and some of the largest electronics stores in the U.S. Now, not only can you find the Sinch online, but you’ll soon be able to spot both the Sinch and the upcoming Sinch cases on store shelves.

Month One

Month Two

Month Three


E-commerce. It’s a Sinch.

Capitalizing on the results of a survey it commissioned in 2011, New York-based Dune Road Design LLC has made a big splash with the Sinch, a cord-management device whose name is as inventive as its design. The survey of 2,000-plus adults revealed that more than two-thirds of wired headphone users are frustrated by tangled cords. Enter the Sinch, an elastic band with built-in magnets that attaches to the audio plug of a device’s headset. To create the Sinch, Dune Road Design partnered with frog, a San Francisco-based company. But how to market it was the big question, and we had just the answer.

SNAPSHOT

Smartphone accessory product launch with Magento ecommerce and social media marketing

SERVICES

Strategy, Information Architecture, Design, Technology, Content Management, Online Marketing

www.thesinch.com

Challenge

The Sinch was a fantastic new product, but this kind of device was virtually unknown, and so was its category. We needed to build prelaunch brand awareness and buzz for an unfamiliar product type in an undefined category, and the budget didn’t support a major traditional ad campaign with TV spots, print ads, and direct mail. Dune Road Design and frog also needed to start actually selling the product, so they approached Loewy to come up with a strategically sound, financially smart, and creatively powerful nontraditional way to market the launch of the new product and sell it online.

Approach

We developed a compelling integrated teaser campaign to build intrigue and mystery around this magical new device that would stop cord chaos and help headphone users live tangle-free. It all began with strategic planning for a multi-faceted blitz designed to reach audiences in powerful, unexpected ways in their real and virtual lives, combining a teaser website, social media, and banner advertising with outdoor billboards and traditional PR.

We created a Facebook fan-building campaign, which generated Likes through a discount offer and targeted Facebook banner ads. We also developed a series of animated shorts used on the Sinch teaser site, YouTube channel, and Twitter page, and in a banner ad campaign targeted to audience demographics and online behaviors. At the same time as we were hatching the teaser campaign, our tech and design team developed an ecommerce platform and online store for the Sinch. Built on Magento, with a custom one-page checkout page and user-friendly interface, the online Sinch store we created makes life easier for consumers, just as the product does.

TECHNOLOGY STACK

The ecommerce platform was built with Magento and integrated with WordPress for content management. PHP was used as the server-side scripting language, with MySQL as its primary database. jQuery and CSS3 were also used to enhance the front end user interface and overall usability. Loewy also developed custom Facebook applications for marketing.

Results

The teaser campaign was a runaway success, generating over 13K Facebook fans, over 40K visits to the websites, and strong sales. It created global buzz, with articles and reviews in some of the largest publications and blogs. Most important, it drove brand awareness, capturing the attention of many international distributors and some of the largest electronics stores in the U.S. Now, not only can you find the Sinch online, but you’ll soon be able to spot both the Sinch and the upcoming Sinch cases on store shelves.

Month One

Month Two

Month Three