How to create demand for a new product: cats, comics, and Amazfit

We are sharing the Amazfit product PR case. To stimulate the audience’s interest in the product, we collaborated with the author of popular cat comics.

What was promoted

The new Amazfit smartwatch – Amazfit Bip U Pro.

Campaign goals

• • Introduce the new watch model to the target audience, ensuring a reach of at least 3 millions.

• • To generate interest in a product that will be converted into traffic to product pages in online stores of the partner network.

The task was quite typical, while there are a huge number of analogues of the same price category on the market.

Finding a solution

The target audience of the new product is students and generally young people under the age of 25. What does it mean? – They don’t read classical media, and their main platforms are social networks and blogs. To put it bluntly, they don’t really like to read at all, preferring visual content.

We decided to abandon the classic advertising, longreads and press releases. So, we began to sort out new formats, analyzed the approaches of competitors, and the mechanics of interaction on social networks. But a concrete decision came when we immersed ourselves in the information field of our audience, and discovered, among other trends, a cool, not «hackneyed» form – author’s comics.

Everyone likes cats

It’s corny, but it’s a fact, although we weren’t specifically looking for a cat theme. First of all, the drawings of the chosen author responded to us in terms of tone and subjects. These were the comics «The Universe of Stepan the Cat» by the illustrator Bird Born. The animals in this universe are externally and internally humanoid, and the circumstances of the storylines are commonplace to a wide range of people. Under the sauce of light humor, such comics are not only memorable, but also «viral.»

Working on a comic book

We contacted Bird Born and proposed a joint project, talked about the brand, the new model, and came up with plot ideas. The artist enthusiastically set to work, and soon we saw the first sketches.

It was an extremely crucial moment. At the start, the client accepted our offer to go into non–standard mechanics with disbelief — in fact, this was his first experience of a truly creative PR campaign. However…

Further development of the comic took about 2 weeks. We got a series of life stories that debuted in the Bird Born community, and we wasted no time connecting the target.

The advertising integration turned out to be so kind and natural that it responded to users, and they did not skimp on reposts and comments. People praised the artist, recognized themselves in the plots, and most importantly, responded to the very integration of the watch: someone noted how it suited the female character, and someone directly expressed their intention to buy the gadget.

Results

A successful creative concept gave a huge bonus due to the viral distribution of the comic. As a result, we managed to create a real demand for the new product from scratch, which is clearly visible in the dynamics of requests for the model in Yandex Wordstat.

Olga Kharitonova, account manager of the project:

«Such projects please not only the client, they inspire us. We provoked a positive emotional response from the audience, which led to positive results – the figures exceeded the plan tenfold. And our customer has seen that an unconventional approach and a bold concept can have a great effect.»