PIONEER EPOXY
"Brand Launch"
Brief
To organise a digital launch for Pioneer Epoxy Fast & Clear and Pioneer Epoxy All Purpose in India, building a strong brand identity for a successful new market entry.
Insight
Masons and carpenters, often seen as informal workers rather than skilled professionals, were the core target audience. Speed to market was crucial for the new brand, and a digitally aware audience of users and influencers made digital platforms the fastest and most effective way to reach them.
Idea/Execution
Created a digitally-led launch showcasing Pioneer Epoxy as a professional-grade solution:
- Each letter in the logo symbolized a different material the product adheres to, reinforcing versatility.
- Teaser campaigns built curiosity, followed by product application videos, engaging user testimonials, and festive posts to establish credibility.
- Social media management and product shoots positioned masons and carpenters as professional craftsmen, enhancing brand perception.
Impact
- 15 million+ new accounts acquired in the first 90 days
- Average 7,000 engagements per post
- 20 million+ total views of testimonial videos
content, technology, new product, product launch, MNC, channel, influencer, social media, digital
