In 2013, we proactively pitched the use of online video content to the Kreepy Krauly brand, encouraging them to enter the digital space for the first time. Brands new to the online world generally produce ‘safe’ content and run the risk of fading into the obscurity of online noise.
Our objectives were to not only maximise brand exposure and dominate local online conversations, but also support business objectives to increase year-on-year sales for the campaign period. We chose to create a mockumentary style YouTube video to position the brand as a fun, humorous one that understands the diversity of an online audience.
The video was produced by Team Best, and we developed bespoke messaging in the format of blog posts, seeded this along with the video to influencers and relevant bloggers while tracking the online traffic to the Kreepy Krauly owned YouTube page.
The results exceeded expectations – Kreepy Krauly sales increased by 56% year on year and the brand successfully positioned itself online and in the minds of the consumer during this campaign.
The Kreepy Krauly Wrangler was featured in the Marklives.com top 10 South African ads of 2013 – of which the ad was in the top three for cost per thousand (when comparing budget spend). We received over
77,000 online video views, and the opportunities-to-see reached 2, 059, 296, resulting in an incredible overall success for the Kreepy Krauly brand.
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