Owl Bar Global Launch
It takes a village to launch a new product. In partnership with my Marketing teammates, we had less than 3 months to prepare for the global launch of Owl Labs’ latest hardware offering, the Owl Bar.
The breadth of design needs was staggering, starting with: an omni-channel promotional campaign across advertising, paid and organic social media, email, and blog content; website, ecommerce, and Amazon photography; brand activation at a hardware conference; sales trainings and enablement materials for our internal sales teams and external channel partners; and a live demo launch webinar.
Owl Labs’ products are all about performance, and perform they did. My campaign creative direction spoke to the perspectives that are opened up when you take two powerful cameras to create one immersive experience. The rendered conference rooms we produced transformed our website shopping experience and created a new upsell path. The 65 emails we sent out to customers and partners produced a 30% increase in engagement across almost 50k contacts. The 30 social posts created resulted in 21k organic impressions and 900 new engagements. And our launch events generated a wait list of 1000+ people eager to learn more.
It feels important to say explicitly that none of these highlights would’ve been possible without my internal teammates and external partners. It was a marathon launch made successful through communication, flexibility, and teamwork.
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Creative direction, art direction, and design for omni-channel global product launch
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Senior Design Manager, Owl Labs
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Web design and copywriting by Red Antler, photography by Soona, design support from Andrew Wiseman and Natalie Murray, renders by Fresco Design, additional photography art direction by Kristin Celano and Erin Fradelos
