THE CHALLENGE

OhMiBod was entering a new market niche as defined by the MicroArts Branding Team. As with most launches, the desire was to make a huge impact, fast. Without the start up dollars to fund a traditional consumer campaign, we had to find unique ways to have an immediate presence while setting the product up for on-going success.

THE OBJECTIVES

• Create a strong brand that visually and verbally associates with the recognizable iPod identity in a newly designated product category
• Gain press coverage to reach a broad audience economically and incorporate into the website for additional viral marketing presence
• Build an online space that encourages a community of users to share experiences and music
• Develop retail and e-commerce distribution channels that not only showcase the branded product but also sell a range of complementary accessories

THE SOLUTION

Recognizing the viral characteristics of this product, social media marketing and internet marketing initiatives were successfully exploited to create an online community culture for OhMiBod.

Branding
A core group of female contacts across the country were inducted as charter members in the beta-tester team. Their first task was to provide input to help name the product. The overwhelming majority voted for the playful, tongue-in-cheek name OhMiPod. Due to concerns about the response from Apple®, the name was modified slightly to become OhMiBod™. The tagline "Feel the music" further defines and differentiates the product's value to the customer.

Everything about the OhMiBod product mimicked the clean, sophisticated lines and white color of the iPod music player. The logotype uses the same iPod-esque type treatment with a single pink accent on the dot of the "i". Together, this hot pink, dark gray and white complete the minimalist OhMiBod brand color palette.

Marketing Communication
The effective and economical use of the press was instrumental in gaining immediate presence. MicroArts developed a "clutter buster" mailer to deliver an OhMiBod product sample to editors of diverse publications. Be it in print, or by word of mouth, anyone who had a true interest in OhMiBod would ultimately find their way to the OhMiBod web site. On-going releases and media mentions are showcased online in the press room, including Women's Day, Penthouse, The Oprah Magazine and Daily Candy. To date OhMiBod has gotten over 10 million impressions within relevant consumer trades and publications.

Internet Marketing
Incorporating traditional marketing communications into a powerful website was a key element of the campaign. Once a successful landing page was created, an email marketing campaign was planned for deployment. A matrix of 32 messages and offers was tested within several databases of prospects. Testing resulted in highly successful conversion to sales.

In Club Vibe™, visitors can download playlists developed especially for OhMiBod by professional DJs, or the most effective and enjoyable songs recommended by other users. The web site also features the OhMiBlog, which provides the forum for users around the world to share tips, stories and best experiences using the product. The Affiliate Program encourages retail sales.

Women's reactions to the music vibrator were captured on the streets of Boston and are presented as a viral video. Additional videos display women "Feeling the music" and have received over 100,000 views on YouTube and other user submitted video sites