The introduction of The SWASH System, an at-home laundry technology device, presented a unique challenge to the two companies behind its launch. Not only did they have a new product to introduce to the marketplace, they were also tasked with establishing an entirely new product category.
Pre-launch influencer seeding helped ignite early adopters while bursts of hyper-targeted media outreach featuring a major fashion label partner generated energy, excitement and demand for SWASH. Combined with testimonials and carefully staged demos from a celebrity stylist, SWASH was injected into denim-focused conversations making the product highly relevant for target consumers.
“The Swash is a new category of appliance that wants to help you freshen your delicate clothing at home.”Becky Worley