TruSens Air Purifier Launch
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Creative, Public Relations, Social Media
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THE BRIEF
- UMM was contacted early 2019 by ACCO Brands (distributor of Artline, Spirax, Stabilo amongst other leading stationery brands) to launch TruSens – a new Air Purifier brand.
- Being a new category in market, a key objective was to educate the target audience (predominantly females 25-40), of the need for cleaning indoor air, which is up to five times worse than the air quality outdoors.
- UMM was to assist in demonstrating local market demand to be leveraged by ACCO sales staff, to secure distribution nationwide.
STRATEGY
UMM created an integrated campaign that included:
- Produced a 30 + 60 second pre-roll video asset, that was distributed across Youtube, Facebook + Instagram.
- Launched TruSens to mainstream media and relevant influencers (Mummy, Interior Design and Lifestyle), focusing on air purifier education and awareness plus product reviews.
- Created and managed seasonally reactive (flu, bushfires, hay fever) social media campaign driving traffic to the TruSens website as well as e-tailers, incl. Amazon, JB Hi-Fi, Bing Lee etc.
- Created content/results that can be leverage in a B2B setting to secure distribution – getting ranged/stockists.
RESULTS
- 28 media hits were generated with an overall reach of 18,844,272.
- UMM seeded to Mummy, Interior Design and Lifestyle influencers, which generated 22 posts with 563,700 potential reach, not only creating excellent engagement and awareness, but also beautiful branded content for TruSens to repurpose.
- Traffic-wise, we generated 12.6K link clicks, majority of which were direct to retailers, ultimately shortening the path to purchase.
- Total campaign impressions – 3.36M impressions and 673K engagements.
- In early 2020, TruSens confirmed roll out into 74 JB HiFi stores and 60 Baby Bunting stores.
TESTIMONIAL
“We engaged UMM at the beginning of 2019 to launch TruSens, a new brand of air purifiers. The team were great to work with and created an “outside the box” integrated PR, Influencer, Content + Social campaign that helped to build the brand, and ultimately assist our main objective which was to get national distribution which we did by EOY with JB Hi-Fi and Baby Bunting.”
Peter Huynh
Brand Manager ACCO Brands
