TouchSafe Case Study
New Market (E-commerce, Paid social, Social, PR)
Objective
OGM, a medically approved plastic injection moulding company with an international customer base, was approached by a local GP, Dr Stephen Bright, with an idea for a no touch tool to protect people against COVID-19.
OGM asked for our help to launch and sell TouchSafe, an antimicrobial handguard that prevents the transfer of viruses and bacteria from everyday touchpoints such as door handles, touchscreens, keypads, switches and buttons. Audiences were workers, especially key workers, general consumers and employers.
Our approach
TouchSafe was a new innovation that responded to an urgent need so it was critical to launch quickly. Within six weeks, we had set up an e-commerce platform, dedicated audience landing pages, created and launched organic and paid for campaigns on Facebook, Twitter and Instagram and reached out to consumer and trade media, bloggers and celebrities including Mrs Hinch and Dr Hilary Jones, plus special interest health groups such as Diabetes UK and the British Heart Foundation.
Our studio created a wide range of content and assets including lifestyle photography and video that could be used across multiple channels to target different audiences.
We also created an animated educational video explaining why the product was important and how to use it and Dr Bright shot a number of ‘public service’ style videos.
Just a couple of weeks later, this work was repeated to launch a sister product, TouchSafe Transit, a handguard specially designed for public transport commuters to protect against germs on handrails, poles and grab bars on buses, trains, trams and tube trains, as well as door and lift buttons and ticket machines.
The results
Within the first month:
- 4,339 visits to the e-commerce site
- 1,905 visits were via social media
- 156 visits were via Google AdWords
- Over 2000 sales
We believed passionately that this product was going to help people protect themselves, their colleagues and loved ones from COVID-19. At the height of the pandemic, we provided free samples to every local Dr’s surgery and other healthcare workers who contacted us directly after seeing the product. In addition, we received extensive interest from businesses and office workers and achieved regular orders from the general public. 4CM did a fantastic job, working against the clock to help us launch this new product into a market we don’t usually sell to.
