iHome was a new line of iPod accessories created by SDI, the respected electronics company behind the popular line of Timex alarm clocks. HighWater Group was asked to create and execute a program that created a positive impact on the iPod community and established the brand as a premier name for quality iPod speaker solutions.

Understanding that the iPod audience included everyone from Apple “cultists” and finicky audiophiles to moms and their kids,  we created a three-tier program designed to grow demand as one tier rolled into the next.  Tier 1 went after the hardcore influencers to establish credibility.  In Tier 2, we amplified those endorsements via social media activities and went after editorial space in larger technology / consumer electronics media.  Tier 3 then overflowed into broad consumer mindshare through customized pitches to national media and smart viral outreach coupled with fun consumer promotions.

Our campaign was wildly successful and resulted in a print reach of over 50 million consumers via more than 70 placements; literally dozens of broadcast hits, and coverage on more than 60 key influencer web sites.  The product finished up as the best-selling iPod accessory of the year, and as a result of that success, we've worked with them to launch dozens of products and establish iHome as a market leader in iPod accessories.

Her Interactive is the pioneer of high-quality interactive entertainment targeted to female play preferences. HighWater Group was asked if we could increase sales by expanding awareness for the company’s Nancy Drew PC games.

A quick assessment of past activities helped us craft a program that would achieve the type of results needed to spur sales.  First, we greatly expanded the product review program, taking it beyond niche web sites and into mainstream media outlets that included daily newspapers, parenting magazines, girl publications, mom communities and bloggers.  We also developed a series of product giveaways with key online partners and radio outlets, and synched up the whole effort with our client's internal marketing activities.  The result was a more concerted and effective publicity campaign that built to a crescendo at product launch.  But did it work?

Yes it did.  For the first time ever, a Her Interactive Nancy Drew PC game debuted at #1 on the NPD sales charts as the top-selling PC game.  What’s more, the campaign renewed excitement in the entire catalog and the company landed four additional games on the same charts.  We’ve had the pleasure of being their agency of record ever since.

American Idol Talent Challenge is a karaoke machine that allows consumers to sing solo or along with their favorite American Idol. The product was being “soft launched” exclusively at a single retailer well in advance of its national roll-out.  Our challenge was to provide enough hype for the soft launch without shooting ourselves in the foot for the national roll-out. 

For the soft launch, we directly engaged the primary demographic – girls – through social media activities and consumer promotions with online communities, pop culture sites and girls media.  That outreach carried us over to the kick-off of the national campaign which featured more traditional media activities such as a concerted holiday gift guide effort, product review program, and a series of promotional activities.  One of the most effective promos was the securing of on-air giveaways with local TV stations in the cities hosting American Idol auditions.

In all, the campaign resulted in 190 broadcast hits, while print outreach generated awareness with nearly 22 million readers.  Online and viral efforts reached an estimated potential audience of more than 720 million, and the seasonal gift guide outreach helped American Idol Talent Challenge to be tabbed as one of the season’s hottest holiday gifts.