Whilst Astonish boasted a huge range of product SKUs, there was no single brand message. The offering was unclear due to the inconsistent packaging and online presence.
We needed to create a campaign that positioned Astonish at the centre of the cleaning community and making their products recognisable. Astonished lacked an umbrella message, tying their functional offering together with an emotional reason for the target audience to invest.
Research revealed that our core consumers (28-45 year olds, homemakers, C1 C2 & DE shoppers) associate both eco-friendly and value products with poorer cleaning results. Our digital activation sought to combat these misconceptions, ensuring education of product efficacy was at the heart of the messaging, whilst also highlighting the eco-credentials and affordable price point.
What is it about a freshly cleaned home that makes us feel great? We like to call it “That Cleaning Feeling.”
To begin, we designed and delivered over 150 bespoke product mailers to influencers with a combined audience of over 11.3 million. Followed by an exclusive event in London - the first of its kind for influencers in the cleaning community after COVID-19 lockdowns.
NB: No influencers were paid to attend this event.
Via Astonish’s social channels, we were able to bring the brand’s new visual identity to life through interactive campaigns and formats:
Hosted competitions as an incentive for the community to share their content and get involved in the campaign.
This was a great example of taking an existing brand and reaching a new audience, which is not an easy task. This agency's clear strategy and audience research paid off as they continued to see growth post-campaign.
£1,000,000 had previously been spent on TV advertising and reached 10.3 million people. For this digital campaign, a budget of £83k (inc media) reached 11.9 million people.
In just 6 months, online sales doubled from £7,300 sales per month with 220 orders, to £14,000 sales over 471 orders.
Incredibly, we still continue to see this growth into 2022 with January seeing £20,000 in online sales over 693 orders, an increase in orders of over 215% vs 6 months prior.