Nokia (B2C Mobile Devices) Case Study
- Nokia made mobile phones and mobile software. The “Point & Find” group was developing, launching, and marketing an innovative augmented-reality mobile search app.
- The company was launching new technology in an unproven market.
While having a big “wow” factor, product utility had to be proven.
- From a marketing standpoint, the challenges were:
- Consumers had to be aware of the product, understand its utility, then download and try product.
- User acquisition targets had to be hit to show traction.
- Product had to be iterated quickly to incorporate customer feedback and changing market demands.
- I created product messaging, a new product website, and set a go-to-market plan.
- I used mobile ad networks and third-party app stores to promote and distribute our product.
- I managed a $50k/month ad budget, ran ads in 25 countries, and optimized ads for conversion.
- I updated the Product team monthly with customer feedback, competitive products, and industry trends.
- The product became the most downloaded Nokia app the year it was launched.
- My impact was setting and executing a go-to-market strategy to acquire 1M users to the product.
“Pat is a highly organized marketer who is committed to his work and who understands the discipline of product marketing well. Pat was new to our industry but learned quickly – working with our customers, product, and sales team to understand the market and create marketing materials that were effective for our products. I highly recommend considering him for any marketing and business role.”
– Adena Demonte, Social Media Marketing Manager, Nokia
- More reviews on my LinkedIn Profile.