CASE STUDY: ifrogz Enters a New Market Segment
SITUATION:
ifrogz, creator of customizable silicone iPod cases, got its start in March 2006 when the founders of www.reminderband.com adapted their unique quick-mold manufacturing process to create the ifrogz line of high-quality iPod cases.
At the time, iPod cases came in three or four primary colors and left much to be desired when it came to player protection. With its patent-pending three-piece iPod case design, ifrogz cases allow customers to completely customize the three colors/design elements that complete the look of their case. The executives at ifrogz knew that with a superior product and a top-notch public relations campaign could brand ifrogz’ line of customized cases as the industry leader in protection and style.
COMPANY OBJECTIVES:
- Highlight the functionality and style elements of ifrogz’ patented three-piece system.
- Build media interest in reviewing the product.
- Position company executives as industry experts on media player accessories.
SOLUTIONS:
After identifying campaign strategies, Politis Communications launched ifrogz into the industry eye with the bold announcement that the ifrogz solution provided customers with more than 300,000 new ways to protect and display their iPods. With the attention of industry analysis and media members piqued, Politis rolled out
- The ifrogz evaluation program,
- ifrogz appearances at events such as the Consumer Electronics Show, Digital Life and Showstoppers, (among others), and
- A branding program focused on consistently portraying ifrogz as the industry leader in protection and style.
RESULTS:
The ifrogz evaluation program gave reviewers an opportunity to log onto the ifrogz Website and pick each component of their customized case. After selecting each component, the Website’s flash presentation gave the reviewers a preview of the final product. Shown below are just a few of the things product analysts and industry leaders had to say about ifrogz cases protection and style:
“Our tween testers loved these gifts. But you’ll love them too. These products aced the Good Housekeeping Research Institute’s tests for safety, performance, and ease of use.”
— The Today Show, 16 November 2006
“Definitely one of the standout iPod covers of 2006. You can mix and match colors, and choose ‘custom screenz’ for the iPod click wheel. Protect that 80GB hard drive!”
— Yahoo! Tech, 8 December 2006
“In protectiveness, ifrogz again rates nearly a perfect score — because of the complete protection afforded by the company’s three parts working in tandem, no part of your iPod can be easily damaged when all of the pieces have been properly installed and your headphones are plugged in . . . we’d be hard-pressed to suggest a more protective and customizable soft case available today.”
— iLounge, 29 March 2006
“We at ABC NEWS find this case to be the most rugged and creative of all the cases we have reviewed. Rule number one protect your iPod, rule number two make it interesting to look at. This case is a 10 out of 10.”
— ABC News, 1 December 2006
CONCLUSION:
Politis Communications also successfully positioned ifrogz executives as spokespeople for the iPod accessory market. In fact, when Apple announced the launch of the iPhone, Inc.com turned to ifrogz CEO, Scott Huskinson, for insight on how quickly the market could expect accessories for the newest Apple product.
{NOTE: Five years after hiring the Politis team, ifrogz was acquired for $105 million by ZAGG.}