About
Fuller is America's oldest homeware company. Since 1906, they've devoted themselves to designing and crafting the full gamut of products for sweeping, brushing, grooming (the list of verbs relating to chores goes on). If you're a 1920s American homemaker reading this (sadly, I doubt this - but here's looking at you!), you've probably swept with a Fuller brush or washed the floors with a Fuller mop.
Today, the company sells thousands of products to millions of Americans but a major issue was online sales. With a company used to trading door-to-door, they were looking to up their game and contend with Amazon and the fast buck retailers online.
Process
After interviewing their CEO, Sam Max, we looked at how we could grow Fuller's digital market share through social channels (predominantly Facebook) - focused on the 35+ years old audiences who knew and loved the company and its offering. With many groups dedicated to American nostalgia and the "old, golden days" as one user so succinctly put it, we used these as a launchpad a Facebook ad, and a landing page.
The tone, style, and content were written around the sense of heritage and tradition Fuller is so well known for. Throughout the imagery and text, I used a range of Calls to Action to ensure readers could click once they were convinced of the story, product, and company credentials. The text was also peppered with testimonials and quotes from fans of the products. These acted as evidence for the quality of the product within the readers' minds.
Results
On the campaign launch, web traffic immediately skyrocketed. This was coupled with a high sales conversion rate which was quite unexpected. It seems we really were tapping into a love of traditional, well-made products with the audience. Fuller was delighted with the copy and its execution, so much so, we began creating a series of landing pages for different audiences and groups. To date, I've created almost twenty different landing pages on different products and to different markets - long may it continue!
