TWELVE SOUTH CASE STUDY, AUSTRALIA & NEW ZEALAND

Since 2020, Rocket Comms has worked alongside Twelve South in the ANZ market to further establish and introduce the brand to various audiences via media relations, influencer campaigns and partnerships.

Twelve South is known for its peripherals ranging from laptop stands and hubs to travel accessories, with solid foundations in the Apple ecosystem.

Objectives

The RC objectives align with the overall marketing objectives set by the international team, which are: 

  • To increase awareness of the Twelve South brand and products; 

  • To attract new and existing audiences, extending beyond the realms of tech and gaming; 

  • To support local retailers, driving sales on an ongoing basis. 

Strategies

  • Regular distribution of media materials announcing and showcasing new products from the Twelve South range; 

  • Engaging with suitable influencers in the region to help amplify products to their respective audiences; 

  • Identifying and liaising with potential local partners that could help highlight the Twelve South range in a different vertical - such as fitness, travel and fashion.

Activities: 

  • Based on the product launch calendar, RC creates and distributes all press releases to suitable media targets to secure announcement and review features, handling requests (reviews, interviews, etc) on a case-by-case basis.

  • In addition to product announcements, RC also pursues roundup activities that surround key gifting and promotional periods as a way to maintain a consistent dialogue about the brand. This requires a level of research into upcoming sales, trends and retail availability as well as liaising with local distributors to ensure all information is accurate;

  • RC also manages influencer activity, including the collation of influencer lists, product send-outs and the onboarding process for affiliate programs. These influencers are a combination of new and existing targets from the brand to help showcase certain products to their online audiences. Though RC encourages these influencers to create organic content, all relevant information such as specifications, links and tags are provided for guidance;

  • As the product range features products across various categories such as travel, fashion and gaming, RC helps bridge the gap with potential partnerships, identifying and making the introduction to non-competitive brands that embody a similar brand ethos. Not only as a way to help introduce the products to new markets, these partnerships also help to bring a local voice to Twelve South.

Product Spotlight:

Twelve South’s AirFly family introduced a solution for avid travellers worldwide. Based on the popularity in the US, RC saw a clear demand for the transmitter in ANZ… and we have never looked back since. AirFly is now the highest-performing product in the Twelve South range due to its versatility, unique nature and affordable price point.

Results have seen AirFly featured everywhere from Australian Financial Review, Carsales.com.au, Stuff, Qantas and Gizmodo.

Coverage Highlights:

Results:
Over the last five years, Twelve South has been embraced by audiences across ANZ, particularly during a period where so many found themselves working from home.

In 2023, RC measured a total reach of 155 million across the media and influencer networks, translating to an AVE of $3 million. 

An impressive number that we look forward to expanding on in 2024.