BRAND DEVELOPMENT & PRODUCT MARKETING | TOBII

Using the first D2C product launch to strengthen and expand a rising brand

Challenge:

Tobii is the world leader in eye tracking technology. One of their sub brands, Tobii Dynavox, is focused on assistive communication, with devices and software made to help people with language disabilities and mobility challenges.

Tobii Dynavox wanted to launch their first ever direct-to-consumer hardware device in tandem with a landmark new SaaS offering. They asked my team to not only deliver a go-to-market strategy, but to evolve their brand to the next level to better engage consumers directly and compete in an increasingly crowded space.

My role: Project lead, client lead, strategist and copywriter 

Actions: 

• Competitive & market research and interviews with end users, product engineers & industry experts

• Developed target personas and identified gaps in existing communication

• Developed long term brand communication concept to bring existing brand promise to life while flexibly serving every new product and market

• Created brand messaging platform aligned to diverse needs of the key target audiences

• Guided cross-functional team in developing film, social media assets, display ads, brochures, print ads & posters, product launch page and other launch assets

• Strategized and produced launch playbook and updated brand guidelines

• Coached regional marketing leads on activating the strategy and usage of updated brand messaging and creative guidelines

Results:

In the quarter after launch, Tobii saw 80% more touchscreen devices sold than during the same period in previous year. They have further expanded their market share in software and have since achieved revenue records each year, and is currently #1 globally in assistive communication technology.