When Russell Hobbs launched their new range, they needed some help driving direct sales and awareness for their hero product – an innovative illuminating range of glass kettles. Since kettles are typically a distress purchase, our brief was to create desirability by emphasising its gorgeous look and feel. Internal research showed that consumers want a good-looking kettle to complement their perfect kitchen. We needed a way to tap into that.
Strategy and Insight
A deep dive into that research, and an intense external research period, gave us a chance to step inside the mind of the consumer. Armed with the insight that men purchase more small kitchen appliances than women – and that aesthetics are paramount on their agenda when they do – we set about developing highly impactful creative assets and a strategic digital marketing plan emphasising its superiority over equivalents.
After all, this wasn’t just a kettle. It was a ‘work of art for worktops’.
Creating something extraordinary
To do justice to this approach we knew we needed a top creative photographer who could bring something extraordinary out of this household product. So we called on Paul Burch to make it happen. His outstanding images were matched with our creative and together they ran across in-store POS, shopper materials and a range of digital channels. Tailored assets were generated to span PPC, Search, HTML5 banner ads, paid and organic social posts and video content.
Extending the creative
YouTube buffers, Adwords, Gmail, website, Facebook and Instagram all saw valuable click throughs, conversions and eventual sales that helped raise both brand and product awareness and above all, revenue. And the client loved it.