BUILDING NATIONAL ENGAGEMENT


Client: Vorwerk Info: B2C integrated campaign

BRIEF

Raise awareness, generate website traffic and increase product sales for Vorwerk and its Kobold products with a strategic communications strategy, working across a range of digital channels and traditional media.

Objectives:

  • Create opportunities for brand engagement
  • Generate positive response and enquiries
  • Provide proof and brand reassurance

Tap into target audiences’ lifestages and lifestyles to create compelling content that resonates, and elevate the Kobold from a vacuum cleaner to a must-have gadget that improves family health.

  • Media relations
  • Social media
  • Influencer relations
  • Content marketing

APPROACH

Ongoing media activity focused on getting the product on page across national consumer media, with topics focusing on cleaning, gadgets, pets and luxury lifestyle. We commissioned regular consumer research to generate news for quarterly campaigns and drive consumer interest around cleaning topics as well as direct selling opportunities.

A regular schedule of organic content was implemented across Instagram, Facebook and Twitter using assets from the global parent company as well as unique content we created specifically for the UK audience. We were tasked with promoting the unique benefits of the high-ticket vacuum cleaner (RRP £1,499) to increase brand awareness of the brand, generate engagement with an online audience and drive leads for personal demonstration via the website (the product can only be bought offline via a sales advisor).

Influencer outreach was a key tactic to increase brand awareness and create user-generated content. Working with both bloggers and social media influencers across cleaning, gadget and lifestyle content, we asked them to review Vorwerk’s cleaning system as well as share campaign-led content. As well as online outreach, we invited key influencers to attend a new product launch and document the reveal live through their social media channels as well as post-event blog posts.

As part of our content strategy, we created weekly content around four key pillars (family, health, knowledge, living), adopting an approach that not only complemented search trends, but related back to new product releases and campaigns. The content created covered many formats, including how to guides, videos and infographics.

RESULTS

Media Relations:

  • 10.2M media reach
  • 99 pieces of coverage
  • 95% coverage with key messages
  • 100% impact measure

Social Media:

  • 167% follower increase
  • 28K total engagements
  • 9.3K website clicks
  • 44 high ticket website leads

Influencer Relations:

  • 11 influencer partnerships
  • 996K combined reach
  • 6.4K website clicks
  • 62 high ticket website leads

Content Marketing:

  • 24 blog posts
  • 6.2K unique page views
  • 1.30 average time on page
  • 94% increase in page views

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