CROWDED CATEGORY NO OBSTACLE WITH SOLID MESSAGING STRATEGY
BACKGROUND
Cleaning supply manufacturer of 20 years to launch a new stain remover product via eCommerce obtaining profitable ROI on advertising campaign. Advertising strategy to include blended digital via Facebook, Instagram, and Amazon.
CHALLENGE
The cleaning products category is overcrowded with over $59 Billion revenue reported annually in the US. Harvest Growth was challenged to tap into this industry and obtain profitable results for the newly established company using prior experience in the category with successful brands such as OxiClean, Bona, and more.
STRATEGY
In knowing and validating through market research the skepticism consumers hold for cleaning products "really working", Harvest Growth knew the key messaging point for NP9 would need to tackle that obstacle head on. Thus, an extremely strong satisfaction guarantee combined with the founder himself as the pitch person in all creative was established and implemented as the launch messaging strategy.
RESULTS
Achieving above average Click-Thru-Rates, Video Views, and Engagement, NP9 was able to obtain profitable campaign ROI within a matter of weeks using Harvest Growth's messaging strategy combined with digital media buying aimed at delivering conversions (sales).
