IRON160 Product Launch Campaign
Smith + Rune set out to launch IRON160 into a crowded, global mechanical keyboard hobby market. I led creative direction across video, stills, and creator collaborations to deliver a unified story and performance content that drove launch momentum and sales.
The Challenge
Saturated, aesthetics-driven category with discerning international hobbyists.
Needed a campaign that felt premium and on-brand (jewel tones, clean type, luxe materials) while clearly introducing a new model.
The Approach
Defined a simple platform (promise, proof, tone) and split testing through social while anchoring evergreen content on site/email. The creative leaned into rich, opulent textures and a smooth jazz audio bed to reinforce the luxury positioning. Worked with various influencers well-known for high-end imagery: sent versions of the product fitting their individual styles around which they created content.
Process
Market research and competitive analysis
Brand positioning development
Visual identity and campaign concept creation
Multi-channel asset development
Campaign rollout strategy
Performance monitoring and optimization
Visual Showcase
Results & Insights
Hero film + cutdowns for socials/email
Opulent stills across Instagram, YouTube, and Discord updates
Creator collabs on Instagram for expanded reach
Highest-selling single launch product in company history
+25% email conversion rate, +3k social followers during campaign window
More video; audience response was strongest to motion
Explore AI-assisted image/video creation for speed and variants