MagneConnect Product Launch

The Situation

  • The launch of an innovative architectural lighting solution needed to excite the lighting and design community while engaging the sales rep network.

The Solution

  • Multiple touch points made MagneConnect impossible to ignore while telling a complicated product story. I deployed content over multiple channels to lure designers in, educate them, capture their information, and then deliver a qualified lead to the in-house sales team. The secondary goal was to excite and motivate the out-of-house sales rep network to present MagneConnect during their routine sales calls.

The Method

  • + interactive micro-site
  • + Launch video
  • + Email campaign to 12,000+ lighting designers & architects
  • + Instagram & LinkedIn posts
  • + Full page print ads in Architectural Record and Architect magazines
  • + Earned media campaign
  • + Tradeshow debut at LEDucation in NYC

The Results

  • + MagneConnect was firmly established as an innovative Electrix sub-brand
  • + 500+ users of during the first two weeks
  • + 2100+ unique users and 4250+ page views of in first 9 months
  • + 100+ MQLs delivered to the sales team in the first three months
  • + $1 million+ specification pipeline built in six months
  • + Earned media in Snap and Architectural Record
  • + 2018 AIA Advertising Excellence Award in the "Less is More" minimalism category
  • + MagneConnect was selected into the 2018 IES progress report for its innovation and advancement in the lighting world