To help elevate the brands’ collaboration and market leading status they wanted to position themselves as the experts – both leading and directing the dishwasher market.
They wanted to shake up consumer’s misconceptions about dishwashers, presenting them instead as the greener, more cost effective, labour saving devices they have evolved into
.... oh, and prompt a few sales into the bargain.
So, the challenge was to create a microsite and online advertising creative that would reinforce this position, as well as dovetailing an upcoming press advertising campaign and supporting in-store activity. All the while using the platform to capture data from their primary audience - ABC1 women.
During the first three months of the campaign nearly 25,000 unique visitors came to the site and, vitally for any client, the product page was amongst those that held visitors attention for the longest.
More than half of the site visitors spent between 1-3 minutes perusing, while a further 16% remained engaged for up to 10 minutes.
Over half of all visitors entered a competition while on the site and almost 5,000 opted in to the database.
Of course the bottom line is ‘did it impact on sales?’ and the client reported their delight at seeing dishwasher sales figures soar in the direct wake of the campaign. There was also a notable peak in those that were purchased online.
Stuart Bell, who lead the project on behalf of client Reckitt Benckiser, comments; "There are so many reasons to buy a dishwasher, from saving water and energy, to the benefits of hygiene and convenience. Alchemy's joint branded microsite allowed all our messages to be presented in a compelling and interactive way.”
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