Our product launch campaign for the Softwheel integrated social media, influencer content and sales support to introduce an innovative mobility technology.
Numotion — the nation’s leading provider of Complex Rehab Technology (CRT) — became the sole U.S. distributor of SoftWheel’s Acrobat line of wheels for manual wheelchairs. Numotion partnered with Core to help educate internal employees on the product and connect with the people who would benefit most from using them.
As a national brand, Numotion already had a large audience, one that was familiar with its offerings. However, by providing access to the new SoftWheel Acrobat line of wheels, it would be the first time the company was selling cash-paid products. This required an approach focused on reaching key audiences with a message built around the benefits of the new product to generate both awareness and interest. Once Numotion launched its e-commerce platform, it was time to take our message to external audiences. Core implemented an integrated campaign to reach end users where they’re most likely to engage with content.
The concept we developed revolved around education, influence and sharing. Across the campaign we used inspiring photography and video of real users to showcase how — and where — Acrobat wheels changed their lives for the better.
We created a useful toolkit for Numotion employees as a resource to help explain the distribution, demo and sales process. A clean design and simplified copy visualized the information in a memorable way and emphasized the end user.
To reach our desired end-user audience in a way that resonated emotionally, we partnered with three top social influencers to share their personal experiences with the product through video testimonials. Tapping into the close-knit community of wheelchair users allowed us to share the Acrobat’s benefits to manual wheelchair users in an authentic way, via Facebook, Instagram and YouTube.
We also developed strategically targeted promotional materials, including direct mail and email, focused on user experiences. These materials showed how the product was making a difference in real people's everyday lives.
In addition to our influencer marketing, we also wrote, designed, and executed graphics for Facebook, including an expandable canvas ad which allowed our audience to explore more details of the innovative technology without leaving the platform.
The integrated SoftWheel Acrobat campaign broke through the clutter and attracted our audience to the new possibilities available with these technologically advanced wheelchair wheels.
Our benefits-driven campaign increased Numotion’s Facebook advertising engagement by 76% over previous product campaigns.
The social influencer campaign also created a high level of engagement across platforms; on Instagram, videos received nearly 30,000 views and 50,000 likes — and live segments on Numotion’s owned channels received over 7,000 views.
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