Kärcher Conditions
The Brief
When one thinks of Kärcher, they probably envision a rather dull household cleaning product. Maybe a patio jet washer. But when one thinks of Kärcher, they don't immediately think of it being the perfect tool to have in your car if you're heading out surfing, mountain biking, hiking and road cycling.
This was where Factory Media stepped in. The Kärcher OC3 is a small, compact jet washer which is perfect to have in the boot of your car for whatever activity you're heading out to enjoy. We introduced a 4-part video series showcasing how the Kärcher OC3 can be used in a variety of scenarios.
Aligning the Kärcher brand with outdoors enthusiasts showcased an otherwise overlooked product to our audience of hobbyists and consumers in a different light.
My Role
As the social media manager of Factory Media, I was incharge of implementing the campaign video series and ensuring that our ambitious targets and KPIs were met in good time, and the client were pleased with the progress of the campaign.
A large, complex delivery schedule was planned- This was a slightly more unusual item to have in the action sport lovers arsenal, and so it needed to be approached properly to ensure that it was received well. The correct diction towards social media copy was also vital: since mountain bikers were suspicious about the item, they were invited into having a conversation about whether the product would benefit them. And on the other hand, Kärcher is already a brand known to most road cyclists, and so the copy reflected this.
There was little-to-no paid strategy behind this campaign, all of the video views and campaign reach came organically, and I was on hand to put together final reports.
The Result
Article Page Views: 100,000
Facebook Video Views: 500,000
Facebook Campaign Reach: 2 million
Engagement Rate: 26%
