Sonicare

Having observed their biggest competitor Oral B achieving high levels of engagement within social media Sonicare wanted to understand what the opportunity was for themselves – this was especially pertinent given the imminent launch of their innovative Diamond Clean and Air Floss products.

We started by conducting some Social Intelligence and found dental health to be a frequently and highly discussed area in social especially in the areas of health and beauty, gadgets and dental professionals. What was most interesting however was that product reviews from mid level, trusted sources were highly influential within the purchase process.

Our strategy was clear – we needed to get beauty and gadget bloggers to get a buzz going about the new products. We found the top 80 beauty and gadget bloggers and offered them free product to review – 31 of them took us up on the offer with 18 writing glowing reviews including pictures and video giving us over 1,021,110 targeted impressions and search results covering most of the first 3 pages on Google. We then created a dynamic website destination linking directly to blogger reviews and outreached to a further 250 mid level beauty and gadget bloggers highlighting the reviews from their peers, providing more information about the products and offering free product as prizes for them to give away on their blogs.

Gaggia

Having recently bought the Gaggia brand Philips wanted to get under the skin of the category and understand how they could gain competitive advantage. Through our Social Intelligence we found that generally the coffee category is highly discussed but the subject of coffee machines and more specifically Gaggia constituted a small % of these conversations.

Interestingly however we found multiple posts from highly skilled 'Aficionado's' who knew everything about coffee and were actively sharing to 'Newbies' who struggle to make the perfect cup.

So how do you connect with segments with such diverse needs and raise the profile of the brand? We decided to use the 'Aficionados' to help us educate the 'Newbies' so we approached the top 30 who provided valuable input to help us create an online Coffee Experience application including educative elements such as how to select, grind and store the right beans and make the perfect coffee style. We also asked them to critique and share a beta version of the app and extended the launch to a further 200 food and wine bloggers who shared it with over 200k of their readers. To help drive purchase we also created a 'help me choose' application, which outlined all the features of the different Gaggia machines, helped selection of the right machine in 3 easy steps and linked directly to sale.

Imedeen - 20th Anniversary Celebration

With 20 years as a market leader in the premium beauty category, Imedeen deserved one hell of a celebration for pioneering beauty from within. To kick-start the revelry Gravity Thinking developed a global campaign to engage women by asking them 'what does beauty from within mean to you?'

The user generated content is published within an engaging website experience where other women can view, share, comment and contribute to the responses gathered from countries around the globe. Creating a beautiful interaction to reflect the inner beauty of the consumer.

If 20 years as market leader wasn't enough to celebrate, the ongoing results of the campaign sure help the festivities. By including the campaign within the call to action across all media, with a specific focus on utilising social media and networking, there have been over 40k unique visits and over 5k contributions to the website to date (September 2011). This has created a library of content that can be used to connect, engage and celebrate women going forward (watch this space for more beautiful results).

Globe Bikes - Influencer Campaign

Trends come and go, but a sturdy bike is long lasting. Globe realised they had a product, unbranded utility bikes, which were as trendy as they were durable. However, being relatively unknown in the UK market, our challenge was to create word of mouth for the brand and find a cost effective way to get it talked about.

Aiming at an audience who generally use bikes as part of their lifestyle rather than fitness, the challenge was where could we find these potential Globe riders. Gravity Thinking developed an influencer campaign on Facebook targeting a small group of fashion, design and generally well-connected city dwellers, initially partnering with popular lifestyle magazine, Who's Jack. This engaged the audience with a promotional application to win a Globe bike. From this platform we've been able to stimulate fans with regular updates and activity in order to get them spreading the word about the hottest seat in town. The one on a Globe bike that is.

eFinancialCareers – Recruitment and Retention

Walking a tightrope is always precarious and needs the finesse of balance and stability. eFinancialCareers need both of these attributes as they walk the line between cutting edge digital technologies and highly professional and traditional categories.

Gravity Thinking have been tasked with maintaining this equilibrium and have not only developed a new modern and contemporary expression of the brand but are also responsible for the development of high impact engaging communications through multiple platforms. No safety net is needed with balance like this.

Specialized Bikes - The Cycling Commuter

'Innovate or Die'. A fitting sentiment adopted by Specialized Bikes, and adhered to by Gravity Thinking. As the market leader in the commuting by bike category, we suggested that Specialized not only be top of mind for the 'cycling commuter', but own the entire category. As a Tour de Force on the road, Gravity aimed to make Specialized the kings of commuting.

Our solution was to kick their online presence into another gear, lead by a comprehensive website resource. To bolster this, cost effective reciprocal media opportunities were negotiated with partners including CTC and Sustrans, driving traffic to the website in conjunction with search and social networking activity.

The website launched in May 2011 with over 10k people having visited to date and with momentum building daily our annual target is to achieve 20k unique visits by the end of the year; proving innovation prevails over death, or failure in this instance.

AQA - mytutor.co.uk

With kids in the classroom becoming more technology savvy, often putting their parents to shame, it was time for the examining boards testing them to get involved and spearhead the digital relationship. As the UK's leading exam board, AQA came to Gravity Thinking with a vision to become an Educational Services Provider. Recognising a rise in technology but a lack of involvement from this sector, Gravity Thinking undertook the creation and launch of an online tutoring service branded mytutor.co.uk.

Extensive brand development along with a rigorous user experience planning and design process has led to the new brand and a dynamic yet intuitive website experience. The website is due to launch in January 2012 with learner and tutor recruitment campaigns being executed via social media and search. A seamless union between education and technology means the classroom has never been more accessible.

Maximuscle – The 30 Day Cyclone Challenge

Unless you're training for the Olympics, getting the perfect physique has enough hurdles, let alone the price and questionable efficacy of sports nutrition products. As the UK leader in this category, Maximuscle asked Gravity Thinking how they could overcome these issues and ultimately drive sales in the run up to the football and rugby season.

Our solution was 'The 30 Day Cyclone Challenge'. In essence, 'give us 30 days and we'll give you the power and strength to perform at your optimum or give you your money back'; confronting the concerns of effectiveness and value by letting the product validate itself. We created an online experience where consumers could maximise their 30 days by using the training and meal plans and monitor their performance via custom-built online tools.

Awareness and traffic generation was driven through all existing channels along with a perfectly sculpted social media campaign and resulted in over 40k visitors to the website and over 1k buying 1 months supply directly – a great result with a 200% ROI.