Troy-Bilt's new JetTM mixed-flow gas leaf blower product offering featured new technology that differentiated it from the competition. Campaign objectives included driving awareness and consideration, closing sales inside the store and emphasizing what makes this product unique, innovative and the right choice.
Market this new technology innovation the way tech products are introduced: target upscale, male Millennial homeowners and use touchpoints that reinforce the product's leading-edge features.
We leveraged social media and bloggers/influencers, PR, search, YouTube and high-impact media to drive SEM and sales, including full-page takeovers of Wired.com and rich media banners throughout the media buy.
Generating more than 150 million paid and earned impressions, 2 million video views and an interaction rate that doubled expectations, let's just say the campaign blew them away.