GLOCK, one of the world’s most-renowned pistol manufacturers, had the exciting challenge of announcing its most anticipated product ever offered. Swarm stepped up to help by conceiving, creating, and implementing GLOCK’s largest online product launch to date, reaching over 1 million social media users and growing GLOCK’s social community by 20%.
LET’S BREAK IT DOWN
GLOCK planned on announcing the highly anticipated single-stack 9mm pistol known as the G43 just in time for its debut at the 2015 National Rifle Association’s annual convention in Nashville. To create the biggest impact before the largest consumer gun show in the United States, GLOCK needed a spectacularly awesome online product launch that lived up to the anticipation.
A product launch of this magnitude needed a larger-than-life, immersive online experience that engaged audiences through social media, landing pages with exciting and relevant content, and effective product giveaways. Swarm’s work helped GLOCK dominate the social conversation at the 2015 NRA convention and in the days leading up to it.
Swarm Locks and Loads with an Immersive Online Product Launch Strategy
To help generate lots of interest in the new G43 and drive customers to local GLOCK dealers, Swarm created a holistic launch strategy that accounted for every important element online. That included specially crafted landing pages on the GLOCK website, a social media strategy to engage GLOCK’s audience, and product giveaways to drive interest.
GLOCK Dominates the Social Conversation Through Swarm’s Strategy
Swarm’s social media strategy catapulted GLOCK to the top of the conversation going into the 2015 NRA convention. By expanding GLOCK’s social reach, growing its social community, and generating thousands of product giveaway entries, Swarm leveraged the G43 product launch to significantly keep GLOCK ahead of its competitors on social media.
Swarm Manages GLOCK’s Online Community Right Up to the Main Event
Swarm also managed GLOCK’s major social media platforms to tease the new product and build excitement for the convention. Through product giveaways, educational content, and promotion of the live streaming event that would debut the G43, Swarm’s social team kept GLOCK’s gun enthusiasts and excited and informed right up until the launch.
• Reached over 1 million social media users
• Generated over 30,000 entries in a product giveaway
• Grew GLOCK’s social community over 20%
• Dominated the total share of social voice and conversation during the product launch at the 2015 NRA annual convention