We’ve just launched an integrated on pack, in-store and digital activation for Spontex, the UK’s No.1 cleaning tools brand.
Challenged to support new distribution in-store and protect and grow the brand’s position within the Microfibres sector we developed the ‘Try Me, Love Me!’ campaign.
The campaign aims to encourage trial of a range of microfibre NPD, whilst also supporting a wider range of microfibre kits by removing any barriers to purchase and trial the products via a “try me free” mechanic.
Consumer insight tells us that Microfibre cloths have a high conversion rate – so trial is key, and so the ‘Try Me, Love Me!’ campaign brings to life the 100% satisfaction guarantee of Spontex kitchen, bathroom, window and magic effect kits.
In-store & on pack campaign
The in-store campaign features messaging on pack via a ‘Try me, Love me!’ promotion sticker, which links back to a dedicated campaign microsite. Using the site, consumers can enter a unique code, and upload their purchase receipt to claim their money back if they are not entirely satisfied with their purchase. The ‘Try me, Love me!’ messaging also features on the SRP to drive stand out at fixture.
Supporting digital campaign
We also identified that advocacy and word of mouth are key motivators to trial, so a wider digital campaign was created to drive awareness of the NPD and the on pack promotion.
We worked with a number of influencers who have historically showed an interest in cleaning and vlogging. These influencers will help support the promotion through advocacy and word of mouth by sharing a true and honest review of the products on their blogs and social channels.
The campaign is amplified via a high impact social advertising campaign targeting key audiences across Instagram, Facebook and Youtube, with eye-catching creative formats running throughout the campaign period. The YouTube campaign uses 6 second bumper ad formats (below) to drive reach and awareness.
The campaign launched 11th August and runs through to November 2018.
For more information, visit: www.spontex.co.uk/trymeloveme or visit any Spontex stockist.
YouTube – 6 second bumper ad & Influencer content