The announcement of the new Thermomix TM7 was not only a significant milestone for Vorwerk, but also a highly complex communication challenge for impact. As the lead agency for global communications, impact, in close coordination with the Corporate Communications department of the Vorwerk Group, was responsible for the development and implementation of the global communications strategy as well as for the orchestration of all communication measures – on an international level.
Objectives:
Generate maximum attention
Establish the narrative and core messages
Active crisis prevention
Strategy and implementation
Consistent narrative as a strategic foundation
Development of an overarching narrative that connects Vorwerk's core values with the technological innovations of the TM7
Linking the emotional identity of the direct sales community with the revolutionary performance of the new device
Ensuring that all communication measures worldwide contribute to the central narrative.
Global adaptability with simultaneous stringency
Development of a modular messaging framework that clearly defines central messages while allowing scope for local market adaptations
Creation of tailored communication assets for various markets and target groups.
Orchestrated multichannel communication
Synchronization of PR, social media, influencer marketing and internal communications measures to maximize the impact of core messages.
Ensuring a coherent and cross-platform brand experience through targeted content and media placements.
On-site support during the "hot phase" with press conference, additional journalist interviews and shoots, as well as real-time monitoring around the reveal in Berlin.
Monitoring & Sentiment Analysis
Continuous real-time monitoring of reporting and public discussions in traditional media (print, online, TV, radio) as well as on social media and in online communities to identify trends and potential challenges early on.
Real-time analysis of sentiments and reach to strategically adapt the communication strategy and proactively manage messages.
Results
Over 10,000 mentions on social media within just under two weeks after the announcement – organic reach: approx. 150 million contacts worldwide.
More than 2,000 mentions in traditional media in the same period – potential reach: approx. 4.1 billion contacts worldwide.
99.9% of the reporting on the narrative.
Peak reporting in international key media on the evening and the following day after the announcement, followed by continuous, broad coverage.
27% of Germans noticed the announcement of the TM7 within just 48 hours after the launch event*. *Representative survey by mente>factum, 1,024 respondents, online panel.
