Launching Pigsback.com

Launching a new proposition need not always include fanfare and trumpets – and lots of expense. Sometimes a strong, well thought-out strategy and considered execution can bring successful cost-effective results.

The challenge

Pigsback.com, whilst highly successful in Ireland, was relatively unknown in the UK. The company behind the site, Empathy Marketing Ltd (EML), wanted to launch Pigsback.com to the marketing community in Britain. Targeting brand partners was a priority. Whilst a number had already been secured in the start-up phase, momentum needed to be gained if Pigsback.com was going to ensure the site was attractive to consumers.

The challenge was to launch quickly and with a great deal of credibility. Pigsback.com had one big chance to capture

pig-in-the-hand

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