Relaunching a Brand: Your Way In

Relaunching a brand that had previously launched and then gone dark for several years can be a daunting task. So, how do you reintroduce those familiar with the product to its new features while also introducing it to a brand-new audience? And how do you align a team when some believe the brand's already launched and doesn't need a refresh? This was the challenge I undertook at tech gaming startup, Rainway.

 

This campaign was crucial to get right, both internally and externally. I began by collaborating closely with all stakeholders including engineering, admin, and senior leadership. For a campaign of this magnitude, I felt it was essential to make sure everyone was able to provide their insights and thoughts  on how to re-present the brand, considering the various product changes. From there, I championed  a new brand vision and tone, revamped the look and feel, and wrapped it all up in a large-scale campaign titled "Your Way In". From strategy to execution, I managed the entire relaunch, partnering with prominent tech influencer LinusTech Tips to introduce the brand and product to a fresh tech and gaming enthusiast audience. I also updated creative assets to clearly educate new and existing customers about the product, and oversaw the execution of a giveaway to further boost brand awareness.

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The campaign was the first of its kind for Rainway, and thanks to team collaboration and a clear marketing strategy, it was a monumental success. The campaign led to over 1,000,000+ unique installs of the product across devices, a 68% increase in site visits and social chatter, and a 40% growth in social followers.