Following a highly successful campaign for the Worxsaw, we were briefed on a new product – Worx Hydroshot, a cordless pressure washer.
This was the first time a cordless product was available in this sector, and due to its unique portable nature, there were no direct comparison points to benchmark. The brief focused on simultaneously building awareness and demand of the new product – and ultimately sales. Using a comparatively modest budget, we were tasked with driving buyers to their UK retailers; B&Q, Wickes, Amazon, Toolstation and Argos.
Rather than looking at the marketing characteristics of competing pressurewasher brands in the market, we started from scratch.
Competing brands (like Karcher) market products which retail for four times the price, so we started from the ground up analysing the media consumption of the audience we identified as being the primary target.
Using the extensive data suite of our Research and Insights team, we analysed the profile of the participants of these activities which allowed us to segment the key audiences.
We developed a plan that majored on TV and online activity, adopting a strategy of following the programming content and interest categories that were relevant to the practical application of the Hydroshot – cars, cycling, home & garden and outdoor living.