Establishing a new product’s stature in a competitive market with a creative, educational campaign
The Client: Purifii by Luminii
Healthy spaces are more important than ever—not only to consumers, but to business owners. W.Bradford supported Luminii in branding, omni-channel implementation, and ongoing lead generation for the company’s new UV-C LED fixtures for commercial spaces that kill 99.98% of airborne and surface pathogens, including COVID-19. Our marketing and product PR agency also secured media coverage for Purifii in leading trade publications.
Launch a UV-C LED Lighting Product and Generate Quality Leads
Luminii is known for its LED linear luminaires and fixtures. Introducing Purifii, a UV-C lighting product built with state-of-the-art technology, to the market required a robust marketing and PR campaign that educated audiences about the product’s capabilities — and how it supports businesses’ reopening efforts amid the COVID-19 pandemic.
To support a successful product launch, W.Bradford built the Purifii brand from the ground up and planned a comprehensive campaign that would generate marketing and sales-qualified leads for the business. In addition to creating educational sales collateral like brochures, one-sheets, and whitepapers, our marketing and product PR agency delivered impactful social media marketing, email marketing, video, website design, blog, and media relations services to build brand awareness among target audiences.
An Instant Success
The marketing and product PR campaign drove thousands of quality visitors to purifii.com in its first day alone. Marketing content and media coverage explained the benefits of UV-C lighting in a simple yet creative fashion to nudge leads through the sales funnel. A smart and modern website design featuring dynamic landing pages encouraged visitors to download exclusive content, enabling the brand to generate several marketing and sales-qualified leads.
Target audiences responded positively to the campaign. Lighting designers, architects, and specifiers appreciated the health and safety tips shared across social media and email marketing channels, while Luminii sales reps maximized branded sales collateral to secure new accounts. The Purifii brand video also contributed to the campaign’s success, securing thousands of views while encouraging prospects to reach out to learn more about the product’s ability to safely eliminate COVID-19 from the air and surfaces.
W.Bradford planned and executed a comprehensive product launch campaign to introduce Purifii by Luminii germicidal ultraviolet light fixtures and achieved the following results within the first week of the launch:
Conversion Rate for Brochure Downloads (avg benchmark: 2.35%)
Average Email Open Rate (industry avg: 26.1%)
Average Email Click Rate (industry avg: 3.7%)
YouTube video views