When Barnes & Noble readied its move into digital reading with the launch of NOOK, the bookselling giant turned to FleishmanHillard to orchestrate a steady drumbeat of coverage and brand awareness in an industry that was already saturated.
Two years later, FleishmanHillard developed a fresh launch approach for NOOK Simple Touch™ with GlowLight™ that would signal this first-to-market innovation in a big way to media and consumers. The campaign, backed by both a national consumer survey that uncovered couples’ bedtime habits and “poolside to bedside” media briefings, allowed media to experience the device at its real-world best.
This helped secure rave reviews and seasonal (Mother’s Day) coverage from high-visibility outlets. Within weeks, critical acclaim and high customer demand for NOOK Simple Touch with GlowLight made it the hottest reader on the market, with sales far exceeding the company’s expectations.