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Client: Moen Canada
Sector: Consumer products and brand marketing |
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| Challenge |
| Moen Canada, the country’s leading manufacturer
of faucets and fixtures, wanted to make a splash with the introduction
its newest product, the Revolution Massaging Showerhead. Moen charged Argyle
Rowland Communications to generate consumer awareness and help drive sales
for the new product during the holiday sales period. |
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| Strategy |
| To help differentiate the Moen Revolution Massaging Showerhead
from the rest of the market, Argyle managed a high-profile media launch
event in a hands-on setting that positioned the product as a revolutionary
new showering experience, not just another showerhead. We used corporate
spokespeople to introduce the product and tell the Moen story, and employed
a wide range of communications vehicles to communicate key messages to
target audiences. |
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| Tactics |
| To create excitement for the new product, Argyle staged
an upscale media launch event including interactive product displays to
give media the opportunity to experience the product first hand.
This event was supported with a comprehensive media kit and product
samples that were distributed to media across the country. We made use
of unique story angles to generate feature stories and extend the reach
of our campaign. Argyle also customized media kits for the holiday season
to position the product as a holiday gift item.
Finally, Argyle developed and managed co-promotions and contests to
generate added reach with targeted print and broadcast media including
CityTV’s CityLine, House and Home magazine, and Homes Publishing. |
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| Results |
| The event was attended by key target media including CityLine,
House and Home TV, Globe and Mail, Style at Home, Canadian Living, and
Flare magazine.
Media coverage following the event included positive stories promoting
the new product in all major daily newspapers, consumer home décor
magazines and trade publications. The ultimate sign of success: sales
of the Moen Revolution Massaging Showerhead following the launch event
and leading up to the holidays were very strong, with product stocks
selling out during the campagin.
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