Background and Brief:
We collaborated with 23 macro and micro influencers to spotlight two of Bissell’s innovative cleaning products: the Crosswave and the Spot Cleaner. This campaign strategically involved a blend of paid and barter influencers to maximize reach and authenticity. Additionally, we hosted a special event where five macro to mega influencers attended a hands-on workshop showcasing live demonstrations of the products’ uses, enhancing the overall impact of the campaign.
Key Components of the Campaign:
Influencer Demographic:
The selection process for this campaign was focused on building a diverse group of influencers with varying backgrounds and nationalities. This strategic choice aimed to ensure that the campaign resonated with a wide array of audiences, positioning Bissell’s products as essential tools for everyone, regardless of lifestyle or home environment. This inclusive approach added an authentic touch to the content, illustrating that Bissell’s products cater to different needs and preferences.
Event Giveaways:
To build anticipation and engagement, influencers who attended the workshop created teaser stories that encouraged their followers to attend. This added an element of excitement and urgency, drawing attention to the event. As an extra incentive, the first 20 attendees received exclusive goodie bags filled with vouchers and branded items, further enhancing the event’s appeal and encouraging participation.
Product Integration:
The influencers incorporated the use of the Crosswave and Spot Cleaner into their content in creative and relatable ways. By demonstrating the products’ capabilities on different surfaces—ranging from hard floors to soft furnishings—they effectively highlighted the products’ versatility. These content pieces emphasized Bissell’s powerful cleaning efficiency, showcasing that regardless of the type or difficulty of a stain, Bissell products offer a reliable solution. The influencers’ authentic portrayals reinforced the campaign’s message, creating trust and showing real-world applications.
Campaign Results:
The campaign collectively reached a follower base exceeding 2,000,000, leveraging the influencers’ diverse audiences to ensure widespread visibility.
Engagement:
The content created by the influencers successfully captured the attention of their followers, resulting in high engagement rates. Comments, shares, and reactions demonstrated that audiences were genuinely intrigued by the products’ performance. This buzz extended beyond mere interest, prompting discussions and inquiries about Bissell’s products, which showed strong audience engagement and connection with the campaign’s message.
Reach:
The campaign achieved an impressive reach of over 900,000 unique users. This significant exposure translated to increased website visits, as followers were motivated to seek more information about the Crosswave and Spot Cleaner. The reach showcased the campaign’s ability to tap into new potential customers and drive interest beyond the influencers’ immediate audiences.
Authentic Content Creation:
Influencers went the extra mile by intentionally creating different types of messes and demonstrating how efficiently Bissell products tackled them. This hands-on approach showcased the Crosswave and Spot Cleaner’s effectiveness and provided viewers with clear, relatable examples of their capabilities. The organic and genuine nature of these demonstrations helped build trust and emphasized the practicality of the products in everyday situations.
Conclusion:
The campaign was a resounding success, achieving and surpassing its objectives. The diverse group of influencers effectively delivered the campaign message through engaging and authentic content, while the event workshop added a valuable layer of interactive demonstration for attendees. The audience responded positively, with many expressing amazement at the products’ capabilities and seeking more information. The campaign not only elevated product awareness but also positioned Bissell as a trusted brand capable of handling tough cleaning tasks, resonating with a broad range of potential customers.
