PRODUCT LAUNCH AND BRAND BUILDING

RS24

The Challenge 

RS24 is a new security solution from risk management firm Warrior Insight designed for the Kenyan market. Warrior Insight was looking to improve awareness of the product’s value, driven by the insights provided by the back office risk analysis control room and thus increase sales after a soft launch. Gong was given a three-month window to raise RS24’s profile amongst potential customers.

The Strategy

Following a review of all existing communications materials, Gong created a communications strategy to ensure uniformity on messaging and direction for internal stakeholders. Then we set about talking about RS24’s benefits and values throughout on and offline channels. We created twitter and facebook channels for RS24 and over a short sustained period, we continuously populated the online channels to push the brand, whilst driving media interest in the story at the same time through interviews, OpEds and news releases. These PR activities were supplemented with a small advertorial campaign and through industry and security briefing breakfasts with potential customers.

The Outcome

During and following the three-month PR activity, the product was covered in all the main local newspapers and key industry outlets and social media presence grew from zero to 279 followers on Twitter and 118 Likes on Facebook. Gong has now been retained by parent company Warrior Security, as their PR advisers/agency.