About the Client

The Vileda brand stands for high-quality, reliable, innovative and long-lasting products. Over the last 60 years, Vileda has been one of the most internationally recognised household brands and prides itself on being the expert partner for perfect home care.

Vileda competes alongside other household brands such as Shark, Minky, and private labels. State-of-the-art products and cutting edge technology has always put Vileda ahead of the curve. But even with these credentials, Vileda recognised that their demographic was ever-changing. Even with the digital success they had seen over the past few years, there were still more digital avenues to explore and new refined demographics to target.

Business Challenge

We were tasked with connecting Vileda to a new target audience. Pet owners were a data driven, target demographic progression identified through community engagement audit. Extending social reach beyond the current core demographic of homemakers, with new meaning.

Vileda had three key objectives:

Reach a new target audience interested in pets
Give this audience a reason to engage with the Vileda brand
Demonstrate Vileda pet-related USPs to boost sales.

“Love your pet, but hate their mess?” - That’s the very question Vileda posed to pet owners.

It was the first social media campaign in the cleaning community to tap into the duality of emotion people hold towards their pets: both unconditional love and frustration at the mess they leave behind.

An honest and genuine approach towards pets positioned Vileda as a brand that truly understands the hardships and rewards of having a furry friend.

Based on the objectives given to us, we devised a 3 phase campaign consisting of influencers for discovery, production and activation.

Uncovering Insight through Polls

In the first phase of this three phase campaign, we had to uncover the attitudes and concerns of pet owners, to ensure campaign content addresses their needs.

To do this, we partnered with influencers to run a series of polls on their Instagram stories, asking for their audiences’ opinions on several pet-related issues - over 15,000 votes were cast.

The results were then used to craft content topics and create eye-catching stats for headlines.

85% said their cleaning routine increased in the winter months
32% spend over 5 hours a week cleaning up after their pet
78% were worried about using cleaning chemicals around their pet

Creating Bespoke Content

The existing Vileda brand photography did not feature pets. Armed with the knowledge from previous Vileda campaigns that stock photography doesn’t resonate on social media, our team went above and beyond to deliver original photography for this campaign.

While not an original aspect of the brief, an in-house shoot took place, utilising employees who were pet owners as models, to deliver authentic photography with a “UGC” feel.

The social content went on to achieve over 35k+ interactions in just 7 days, demonstrating how eye-catching and relatable it was to the target audience.

Social Media Ad Activation

Using insights from the polls in phase 1 and newly created assets from phase 2, the social media campaign launched. The Instagram polls revealed that pet owners were concerned about the dangers of using chemicals when cleaning around their pets at home, so we tailored the messaging to position Vileda as a chemical-free floor cleaner to address this worry.

We took the initiative to partner with several independent pet brands to provide prizes for 7-days of competitions on the Vileda brand channels.

The supporting ad campaign was A/B tested with 2 approaches: product USP headlines vs emotive, pet-orientated headlines. These were rolled out across Facebook, Instagram and Instagram Stories.

We continuously monitored ads and refined them throughout the campaign. This allowed us to quickly realise that while engagement with ads was high, the reach was low and not on target to hit the KPI.

We addressed this issue by splitting organic social posts into 2 halves ahead of boosting: one half of the posts would be boosted using Facebook Business Manager, where reach is optimised. The other half were boosted through the mobile app, where engagement is prioritised. This ensured that both objectives set by the client were met with results. Ads reached 1.2m+ people and generated 63k+ interactions.

Results

An honest and genuine approach towards pets positioned Vileda as a brand that truly understands the hardships and rewards of having a furry friend - delivering a reason for pet owners to choose Vileda above other floorcare brands. Paired with true-to-life photo assets that showcased real people with real pets, the campaign packed a punch when it came to evoking a reaction from the target audience.

With our help, Vileda successfully reached almost 2m pet owners in the UK and introduced them to the Vileda brand, a previously untapped market.. Not only this, tens of thousands of them actively interacted with the brand on social media. This translated into a 306% boost in sales vs the previous month.

We excelled against all objectives set by Vileda, and provided them with a significant boost to online sales. Following #LoveableMess, there was a 306% uplift in sales and a huge boost to the social community.

The 3 stage approach championed several activations, from influencers to social media to paid media. Every tactic we implemented was strategically used to better the results of the campaign as a whole, with each layer complementing the next.

The results were so impressive, Vileda decided to extend the campaign over Christmas and reactivated with a festive twist.

Results Breakdown:

Influencers
Combined audience of 355,000+ across just 3 influencers
15,000 votes cast in polls

Social
452,000+ reach
574,000+ impressions
37,000+ engagements
Facebook: 169% uplift in reach & 621% uplift in followers
Instagram: 262% uplift in reach & 92% uplift in followers
Instagram Stories: 155% uplift in users

Ads
1.2m reach (+164% vs KPI)
2.7m impressions (+172% vs KPI)
63,000 interactions

The team has done an exceptional job introducing Vileda to a new, pet-friendly audience and positioning the brand at the forefront of pet-friendly cleaning. The team went above & beyond to execute a campaign that was both strategic and creative and we’re delighted with the sales boost it has given us. We’re always blown away by the impact created with a small budget, but we were over the moon with the results of this campaign!

Emma Crosland, Digital Marketing Manager, Vileda

Reaching untapped audiences through a data driven social campaign

About The Project

Industry

Service

Technology

Quick Results

306%

3.5m

621%

Gold