Growth Marketing & PlanningFebruary 18, 2019
Bissell Oceania ‘CrossWave Pet’
BISSELL is a family-owned company that has been a leader in the homecare business for over five generations. For more than 130 years, the family-owned corporation has developed and created the world’s best cleaning tools. From the deep-down microscopic source of your family’s wheezing and sniffling to the stains, dirt and animal dander that wreak havoc on your home life.
BISSELL has a deep commitment to understanding the lives and cleaning needs of their consumers. That fundamental belief leads BISSELL to research their home environments and cleaning habits. This gives BISSELL the foundation to develop inventive home cleaning solutions and provide true innovations that are inspired by real life.
Working together, Thinktank Social and BISSELL identified an opportunity (amongst other initiatives) to achieve the objectives by engaging a new community through Education of the BISSELL product range, specifically around;
>> The vacuum cleaner, upright and portable carpet cleaner and steam cleaner categories
>> The ‘CrossWave’ revolution – vacuuming and washing at the same time
>> Stain removal, including but not limited to carpets, rugs, upholstery, mattresses, car seats, car mats.
>> Database Acquisition incl. Social Media Growth
>> Increase Brand Awareness and Engagement
>> Increase Online (Direct) Sales
>> Encourage Acquire User-Generated Content
>> Identify niche target demographics online that would benefit from such a product and would be passionate about sharing results.
>> Increase levels of organic product-focused and user-generated content via BISSELL’s social media promote brand authenticity.
>> Identify partnership opportunities to leverage new audiences.
>> BISSELL had been targeting the community of pet owners in Australia over the past few years, and whilst this niche audience worked well for BISSELL, we saw an opportunity to gain wider brand awareness in Australia – targeting a broader audience; Aussie Mums and Car Enthusiasts.
>> TTS identified a Facebook group called ‘Mums Who Clean’ and noticed a lot of positive conversation surrounding the BISSELL brand. A partnership was formed and resulted in a significant increase in sales, database acquisition, social media followers and brand awareness.
>> TTS also identified a Facebook group entitled ‘We Love Afterpay’, noticing significant volumes of conversation around the BISSELL SpotClean being “sold out” at retailer SuperCheap Auto. Acting on this intelligence, BISSELL introduced AfterPay on the BISSELL Outlet Store to encourage direct sales and then partnered with the ‘We Love Afterpay’ Facebook group for a giveaway, resulting in substantial database growth and an increase in sales on the Outlet Store.
>> Developed and executed an ‘ambassador call-out’ competition to launch the new CrossWave Pet, in which fans were given the opportunity to be brand ambassadors of BISSELL; prospects were asked to tell BISSELL, in 25 words or less, why they’d be a good ambassador. 5 finalists were selected to WIN a CrossWave Pet. The finalists then had to produce creative content with their product in order to win an entire suite of BISSELL products. The campaign was an overwhelming success that promoted the launch of a new product strategically and creatively and resulted in considerable database growth and user-generated content.
>> Shortly after the conclusion the CrossWave Pet competition, TTS ran paid Facebook and Instagram ads promoting the CrossWave Pet and utilised a full-funnel strategy. This campaign resulted in a record number of sales generated from social media over a 2-month period.
>> 100% increase in sales on Outlet Store
>> 100% increase in website traffic to Outlet Store
>> 383% increase in email database subscribers
>> 20% increase in Facebook page likes
>> 115% increase in Instagram followers