Bringing effie to life
17th January 2018
The inventors of effie, an automated ironing machine, came to ContentCal with a prototype product, and the ambition to change the face of ironing as we know it.
While first and foremost, ContentCal’s mission was to develop a recognisable brand and identity for effie, but our primary goal was to achieve ‘register your interest’ sign-ups from their website. This would allow effie to gather the investment needed for them to transform the effie prototype into a fully functioning ironing machine, ready to go to market. We first started working with effie back in February 2017. Our team of creative enthusiasts and marketing experts met with effie to host a creative workshop in which we learned all about the inventors, witnessed the effie product, and got the ball rolling on what would later become effie’s brand identity. Essentially, effie was born.
From here on out, the ContentCal team executed the entire effie marketing launch strategy covering branding, video creation, social media marketing, community management, and PR. ContentCal's promotional video for effie was devised, produced, and directed by ContentCal for the purposes of PR and social while we also secured effie PR activity with numerous high profile sources including The Daily Mail and UniLad, the latter of which resulted in 7.3million views. Effie quickly became a viral sensation with 2.4million views on from UniLad Tech, 4.6 million views from You Magazine, 66 retweets from Mashable, and 576 retweets from the World Economic Forum. ContentCal also provided excellent, quick, and agile social media community management across effie’s social channels ensuring a quick response to comments from the vitality of the video campaign.
As a result of ContentCal’s efforts and enthusiasm for the effie brand and launch, we achieved 125,325 sign-up from all paid and organic activity within just 1 month.