Case Study: Launching Ditto
Background and Introduction
When the Reactor Team’s long-term client, SVP Worldwide (Singer Sewing Company), introduced us to the wonderful folks at JOANN, we were thrilled about the new opportunity. Having honed our craft in the "cottage" space, primarily working with manufacturing to retail outlets and in the B2B sector, we were eager to tackle the challenge of launching a new retail product directly to consumers.
The Challenge
Pattern making in the sewing world often is an arduous and time-consuming process. While individual patterns are generally affordable, they are often delicate and easily damaged. JOANN and SVP created an innovative solution called Ditto! An all-in-one digital pattern projection device with an accompanying app that allows users to purchase and modify patterns in a multitude of ways. With such an incredible product like that it is then on us to develop a campaign that would evoke the feeling of excitement and necessity among customers. Additionally, we needed to ensure that our media would play well online, in-store, and as display ads.
Our Approach
With this being such an innovative product we knew that it was best to embrace the educational-advertising model, grounded in the belief that informative advertising is incredibly compelling. Our strategy was to clearly answer the question of the product's capabilities: what it does, how it works, and what result it produces. We chose to showcase Ditto's benefits through the experiences of three levels of sewers in different environments, thus making the content more relatable and comprehensive.
The world of set decoration in wild. But there is a method to the chaos.
Our client is teaching our model how to setup the projector.
Out with old fashioned paper patterns! In with the new digital technology!
The Execution
Our team executed a parallel photo and video campaign with Nick on photo and our friend Ryan Featherstun on video. Working with prototypes that were not fully functional required us to perform multiple takes, shoot layered images, and create adaptable media for post-production adjustments. This meticulous process ensured that we could highlight Ditto's innovative features effectively across different platforms.
IN addition to showing just the new product we also needed to show the Ditto with sewing machines.
By combining informative content with engaging visuals, we were able to successfully craft a campaign that resonated with both online audiences and in-store shoppers, helping to launch Ditto as a must-have tool for sewing enthusiasts. This project showcased our ability to adapt and innovate. It also reinforced our commitment to delivering compelling and effective advertising solutions for an incredible product we were thrilled to be able to help launch.
Wrapping out!
We loved having the opportunity to work with Ditto! Combining our love for product photography and our love for lifestyle photography and video is a key part of what Reactor Media brings to the table. The next time your team needs a production company that can handle the big challenge please reach out!.
