What was our brief?
Following a highly successful campaign for the Worxsaw (a cordless circular saw), 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.
How did we respond?
Rather than look at the marketing characteristics of competing pressure washers brands in the market (like Karcher) which retail for c. four times the price, we started from scratch 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.
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, native, Paid Search/YouTube and Programmatic advertising.
- Paid Search Conversions
- Web visit/TV spot attribution
- Brand inclusion in search terms
- CPV on YouTube
- Increase in YouTube conversion rate
- 10.9 Million
- Target audience reach on TV
- SOLD OUT
- Total sell out of stock within 3 weeks
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
How did we go beyond?
Throughout the campaign we checked analytics and our TV attribution systems on an hourly basis to ensure that the channel mix was performing as expected. This included checking the live traffic being generated by the evening peak TV spots.
During the campaign period we reported on a daily basis of the performance, due to the importance of managing engagement and demand to maximise stock distribution and therefore sales.
Worx Hydroshot NPD Launch
NPD launch campaign for the first ever cordless pressure washer, with no direct comparison points to benchmark. Our campaign focused on simultaneously building awareness and demand of the new product – and ultimately sales in UK retailers (B&Q, Wickes, Amazon, Argos etc.).