Achieving a 215% increase in orders for Astonish through a targeted social media strategy
Client overview
For over 40 years, the family-run business Astonish has paved the way in household cleaning product innovation. From their iconic Oven and Grill Cleaner, Astonish now boasts a portfolio of over 60 products across every home cleaning category.
The Challenge
After a substantial £1 million investment in TV advertising in 2020, Astonish approached us with a formidable task: replicate the impressive reach of that campaign using less than 10% of the budget. The challenge stemmed from an unclear brand message and inconsistent packaging, diluting their in-store and online presence.
Our goal was to reposition Astonish within the cleaning community, crafting a message that resonated emotionally with the target audience while highlighting the efficacy and affordability of their products.
Our goal was to reposition Astonish within the cleaning community, crafting a message that resonated emotionally with the target audience while highlighting the efficacy and affordability of their products.
“CTI have worked very hard to take our social presence to the next level! With their experience and expertise they have smashed through the brief and elevated Astonish to a very active and attractive social account.”— Nick Moss Marketing Manager
The Approach
Our approach was grounded in the belief that cleaning is not merely a chore, but an enjoyable activity that fosters community and connection. By understanding the unique attributes of Astonish's products and the cleaning community's expectations, we tailored a digital marketing strategy that would captivate audiences and resonate on an emotional level.
Our methodology involved an in-depth exploration of Astonish’s brand positioning, which revealed significant gaps in their on and offline presence. We prioritised educating consumers about product efficacy while tackling misconceptions surrounding eco-friendly cleaning solutions. This insight informed every stage of our campaign's execution, guiding our innovative methods and ensuring we aligned Astonish with the heart of the cleaning community.
Our methodology involved an in-depth exploration of Astonish’s brand positioning, which revealed significant gaps in their on and offline presence. We prioritised educating consumers about product efficacy while tackling misconceptions surrounding eco-friendly cleaning solutions. This insight informed every stage of our campaign's execution, guiding our innovative methods and ensuring we aligned Astonish with the heart of the cleaning community.
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Research and brand discovery
We conducted thorough research workshops and search data audits to assess Astonish's brand positioning. This revealed a significant gap between their online and offline presence, requiring a complete digital brand realignment. -
Campaign ideation
The resulting campaign, "That Cleaning Feeling #beAstonished," was created to embody the unique personality of Astonish's packaging, appealing to consumers by inviting them to embrace the emotional satisfaction of cleaning, much like the successful TV campaign had done. -
Influencer outreach
We designed and delivered over 150 bespoke product mailers to influencers, reaching an audience total of 11.3 million. This outreach was complemented by an exclusive influencer event in London, engaging key figures from the cleaning community. -
Social media strategy
Our campaign revitalised Astonish’s social channels by engaging audiences with interactive formats, polls, and quizzes. We created a sense of community through user-generated content and competitions that encouraged participation.
The Results
The campaign surpassed expectations and provided lasting benefits that went beyond immediate sales figures. By leveraging insight-driven strategies and building community engagement, we successfully positioned Astonish as a prominent name in the cleaning sector, with a message that resonated deeply with consumers.
In just six months, the impact of our campaign was palpable, reflecting both the effectiveness of our digital strategy and the brand's enhanced presence in the marketplace. The results spoke volumes, demonstrating that a cohesive brand identity combined with targeted outreach can lead to remarkable engagement and growth.
In just six months, the impact of our campaign was palpable, reflecting both the effectiveness of our digital strategy and the brand's enhanced presence in the marketplace. The results spoke volumes, demonstrating that a cohesive brand identity combined with targeted outreach can lead to remarkable engagement and growth.
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A budget of £83,000 resulted in reaching 11.9 million people, surpassing the previous TV campaign's reach of 10.3 million.11.9mExpanded reach
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Online sales doubled from an average of £7,300 per month with 220 orders to £14,000 across 471 orders in just six months. This trend continued, with sales hitting £20,000 in January alone—reflecting a 215% increase in orders compared to six months prior.215%Impressive sales growth
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Instagram's reach soared from 348,000 to 699,000, with engagements skyrocketing by 3,515%. Additionally, Facebook engagements rose by 181%.3,515%Increased social engagement
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Monthly website visitors from social media increased by 101%, indicating enhanced interest in the brand.101%Boost in website traffic
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The campaign resulted in a 155% rise in monthly user-generated content, signifying strong community engagement.155%Enhanced user-generated content