WORX - Space And Time

Worx Hydroshot
Campaign

Boosting brand equity and consideration to achieve sold-out demand

1234% Paid search conversion

52% web visit/TV spot attribution

Worx retailers sold out

The Challenge

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.

Worx Power Tools

Launching the Hydroshot pressure washer

test

Our approach


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.

Space & Time

Our solution


TV was strategically bought against multiple target audiences to reflect the segments we had created.

Typical programming included Wheeler Dealers, Car SOS, Love Your Garden, Cycling on ITV4, British Touring Cars, Walks With My Dog, Grand Designs, Location Location Location and The Motorbike Show, along with a number of niche Sky channels like Horse and Country, and Discovery Shed.

This was then executed across CH4, ITV1, ITV4 and selected Sky channels, as well as being amplified digitally via Facebook, YouTube, native, Paid Search and Programmatic advertising.

Start your project

Space & Time’s approach to our business has been refreshingly logical – combining research and data with real world experience. The results of each of the five campaigns we have run so far have exceeded expectations significantly.

Nicki Jones Marketing Manager, Worx