The Plug

Launching any product in today’s noisy marketplace is a feat in itself. The Plug presented the specific challenge of entering the crowded CPG space with established competition. After diving into quantitative and qualitative competitive data, the Strategy team was able to produce messaging and positioning for prospective audiences to complement their unique selling propositions. 

Based on established target audiences and messaging hierarchy, a full pre- and post-launch go-to-market strategy was developed. This strategy included a full channelization plan for each step of the marketing funnel to ensure diverse-yet-consistent touchpoints across the customer journey.

The Plug had a two-phase launch: the crowdfunding campaign and then the official product launch. The goal of the engagement was to build a website that would be effective for both purposes.The homepage was to dual as a landing page that would guide the user down a visual flow of information to understand the key values of the product. 

Following best practices, we introduced The Plug with captivating brand photography and straight-to-the-point messaging stating what the product can achieve for the customer. In the next section, we highlight the featured product funneling them to the product page for conversion. If the user continues to scroll, they are introduced to the product ingredients, broken down into an easily digestible format and communicating the benefit of each individual ingredient. 

Afterward, testimonials are showcased to establish social proof and trust with the user. The testimonials lead into the About section, which introduces the co-founders and humanizes the brand as a whole. 

The final sections of the homepage are grounded with a newsletter signup, fostering a growing brand community. At the very end, a final call to action towards the Product Detail guides their audience to conversions.