Using strategic communication to share the benefits of a mobility device.
How Core Health integrated social media, influencer content and sales support to launch an innovative new product.
Numotion — the nation’s leading provider of Complex Rehab Technology (CRT) — became the sole U.S. distributor of SoftWheel’s Acrobat line of wheels for manual wheelchairs. Numotion partnered with Core to help educate internal employees on the product and connect with the people who would benefit most from using them.
Generating awareness and interest
As a national brand, Numotion already had a large audience, one that was familiar with its offerings. However, by providing access to the new SoftWheel Acrobat line of wheels, it would be the first time the company was selling cash-paid products. This required an approach focused on reaching key audiences with a message built around the benefits of the new product to generate both awareness and interest. Once Numotion launched its e-commerce platform, it was time to take our message to external audiences. Core implemented an integrated campaign to reach end users where they’re most likely to engage with content.
Setting our internal audience up for success
As a first step, we developed an easy-to-use toolkit that explained the distribution, demo, and sales process so Numotion’s sales and support team had an effective tool to help guide customers. When the message hit external markets, internal teams would be ready.
Social Influencers
Our specific audience of wheelchair users is a close-knit community. To tap into those networks, we partnered with three top social media influencers to share their personal experiences through product demos. Influencers spoke about the benefits to their audiences on Facebook, Instagram and YouTube.
Innovative Facebook Advertising
The four-week campaign utilized a new-at-the-time Facebook ad offering called “Canvas.” The full-screen ad combined images, video, text and call-to-action buttons to create engagement among mobile users. It allowed us to fully explain the innovative technology without requiring the viewer to leave the platform.
Creating audience engagement to reach our goals
The integrated SoftWheel Acrobat campaign broke through the clutter and attracted our audience to the new possibilities available with these technologically advanced wheelchair wheels.
Our benefits-driven campaign increased Numotion’s Facebook advertising engagement by 76% over previous product campaigns.
The social influencer campaign also created a high level of engagement across platforms; on Instagram, videos received nearly 30,000 views and 50,000 likes — and live segments on Numotion’s owned channels received over 7,000 views.