Chapter 37: Integrated Campaign Case Study: Global Tech Launch
Key Takeaways - Integration is key: A successful launch combines owned, earned, shared, and paid media into a single strategy. - Owned media is the foundation: A strong landing page is the central hub for all campaign activity. - Measurement must be tied to goals: Success is measured against primary business objectives with clear KPIs for each channel. - The DPRI lens: Every element of the campaign connects to a measurable digital outcome.
This case study examines how a fictional tech company, Innovate Inc., uses an integrated campaign to launch a new product: a smart home device called "The Hub." The goal is to generate 20,000 pre-orders in two months.
The Campaign Blueprint (PESO Model)
1. Owned Media: The Foundation The central hub is a detailed landing page with product specs and a conversion button. This is supported by a blog series on creating a smart home and a high-quality explainer video.
2. Earned Media: Building Credibility The brand gives an exclusive "first look" to a top-tier tech publication. Review units are sent to fifty tech journalists and creators, and the CEO is scheduled for interviews on popular industry podcasts.
3. Shared Media: Creating Conversation The social team shares positive reviews and behind-the-scenes content. An influencer campaign works with ten tech creators, and a hashtag campaign encourages audience participation.
4. Paid Media: Amplifying the Message Targeted ads run on social platforms, and the explainer video is used as a pre-roll ad on YouTube. Search ads target high-intent keywords like "new smart home device."
Measuring Success
The primary KPI is pre-orders, tracked via unique links and discount codes. Secondary metrics include website traffic from referrals, media mentions, and social engagement rates.
Chapter 37 Toolkit: Deconstructing a Campaign
Practical Exercise
Exercise: Adapt the Blueprint Adapt this plan for a small, self-funded startup launching a new mobile app. Choose one specific, low-cost tactic for each element of the PESO model. Ensure each tactic has a measurable digital outcome.
DPRI CONNECTION
This case study demonstrates PESO integration in action. Each element of the strategy drives specific metrics: Owned drives conversion; Earned builds backlinks and authority; Shared increases reach; and Paid scales the results. This is the 726+ correlations model applied to a launch.
Next: While the tech launch followed a traditional integrated path, Chapter 38 examines a more unconventional approach—the #TeaForTrump viral activation from the author's own career archive.