Building Brand Awareness
Situation:
Past Brand messaging and communication had focused heavily on product features and benefits and not on building an emotional connection with consumers which resulted in low saliency.
Task:
Adapting to the market needs
As well as developing USP’s for each HomePure product, we needed to focus on what I call ‘Impact Value Propositions’ (IVP’s).
These go deeper than focusing on what makes the products sell, by pivoting to what makes the target customer feel emotionally connected to what we are offering, and how we bring a positive impact to every customer who touches the products.
This is the approach we needed to take to create long-lasting advocates not just a one-off/one-product buyer.
A buyer who would trust the HomePure brand enough to use the range as part of a broader Ecosystem and ultimately create a HomePure Home.
Strategy
01
After extensive consumer research, the planning began with identifying the major pain points of the target market.
02
We then built a strong brand positioning and designed content using the Hero, Hub & Hygiene strategy that could resonate with consumers while addressing the pain points in the market.
03
We designed the content campaign in a way to both promote the functional benefits of HomePure products and create awareness about new activities familiar to the users lifestyle, and highlight the product benefits that related to customer behaviour.
This included usage and occasion personalization but also tapped into the emotional aspect of protecting the family home.
Results:
Throughout the campaign, particular attention was given to measurement and evaluation.
As the campaign progressed, performance metrics like views, comments, likes, page views and feedback from consumers were monitored to assess the campaign’s impact and inform any necessary adjustments.
The HomePure Brand Image campaign was nothing short of transformative
33%
Surge in
incremental sales.
24%
Increase in SOV
Social Media:
2.5 M
Reach
186,134
Engagement
OOH:
Impressions stood at 68% with 6 OTS amassing 677,323,000 Impacts.
Conclusion:
“Make your home a HomePure home” was not only the key message, but also the start of a new brand identity for HomePure.
The brand image campaign aimed to change customer perception from just one product to a whole home ecosystem solution for protecting you and your loved ones.
By leveraging consumer insights, building a strong brand positioning and executing a meticulously crafted 360-degree marketing campaign, we not only significantly bolstered the brand’s revenue but also carved out distinctive, brand-centric usage occasions; HomePure provides credible product solutions for the broader Home ecosystem.
The brand is poised to capitalised on this success, with plans in 2024 to extend product innovation into the bathroom and ‘on-the-go’/outdoor air & water purification.