How Fight Or Flight Launched A Crucial New Product For Under £10k


Battle or Flight received at The Drum Awards for B2B 2022 within the Greatest Restricted Finances Marketing campaign class for ‘Gown Launch’. Right here, we discover out what went into this profitable work.

Japanese printer producer Roland DG wanted to advertise its newest garment printer throughout 5 European markets – with simply £10,000 ($12,000). Battle or Flight acquired the job performed.

The temporary

In autumn 2021, Roland DG wanted a marketing campaign to advertise its newest garment printer (the catchily named Texart XT-640S-F) within the print, textile and style media.

Historically, Roland’s product comms are centered on technical data, supplemented with white papers, spec sheets and webinars. This time, Roland wished an even bigger, extra artistic thought that may get the eye of style and textile print companies throughout the corporate’s 4 core markets: UK, Italy, France and Spain. However the agency solely had £10,000 to spend.

The thought

Battle or Flight got here up with the thought of a ‘Gown Launch’ – a press launch ornately printed onto an exquisite costume – that may “present not inform” garment printers throughout Europe simply how dextrous and adaptable Roland’s textile machines are.

The costume was printed in Europe’s largest style capitals, Milan and London, utilizing Roland’s new Texart F-series printer. It used a sample that may showcase the printer’s white ink, and vibrant crimson, pink and inexperienced shade capabilities.

The company appointed dressmaker Fabia Goff to create patterns impressed by Roland’s Japanese heritage, and a video crew to shoot a mannequin sporting the costume for a UK photoshoot. Teaser movies have been uploaded to Roland DG’s LinkedIn and Instagram channels. On launch day, hi-res photographs of the Gown Launch have been despatched to print, textile and style commerce media, together with explanatory copy. A collection of social media posts adopted, together with a ‘making of’ video that allowed the viewers to see the printing course of for themselves.

The outcomes

For a complete price of simply £9,000, the “Gown Launch” marketing campaign delivered 60+ articles for Roland DG throughout print, textile and style media in UK, France, Italy and Spain. 46% of all protection was non-English language, a key metric for the marketing campaign.

Prime hits included Printwear and Promotion, Textil, Print Month-to-month, Style United, Innovation in Textiles, and a function in PRWeek’s ‘Marketing campaign of the Week’ part. On LinkedIn, regardless of zero paid social spending, the marketing campaign drove nearly 11,000 natural impressions and over 1,000 engagements (at an engagement charge of 11%, in opposition to a 2% business common).

The hero submit was the all-time top-performing submit on Roland DG’s channels, delivering an engagement elevate of 1900% in comparison with the common Roland DG natural submit.

This marketing campaign was a winner at The Drum Awards for B2B 2022. You’ll be able to see all of the winners right here. The Drum Awards for Advertising and marketing are at present open for entry. Discover out how one can enter now.

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