Launch a brand-new Henry cleaning companion to millions of people in a competitive market.
As Numatic International’s much-anticipated (and first ever) stick vacuum cleaner, Henry Quick was certainly up against stiff, well-established competition from other household brands.
As a premium product with a release date coinciding with Black Friday and Christmas, we needed to navigate seasonal trends and increased competition to meet Henry Quick’s sales targets.
“What attracted us to the team was the specialist expertise in each area so we knew we were digging deep into the details of campaign execution. The team at Extreme was instrumental in the success of our biggest launch campaign in the last 5 years. Thank you Extreme!”
Position Henry Quick as the solution for busy parents, pet owners, stick vacuum buyers and existing Henry customers.
There’s no shortage of people who could benefit from Henry Quick’s convenient, quick, cordless cleaning action. We needed a plan to get in front of (and resonate with) these millions of potential customers through paid media during a 12-week campaign period.
To succeed in capturing their attention, we required strong native and interactive (such as programmatic) creative and hero videos. For this, we worked closely with the Henry team to produce a body of static, video and GIF assets throughout the campaign, including integrated influencer content.
We wanted to show that Henry Quick is no ordinary stick vacuum cleaner. The new Henry pods were bringing something new, helping customers to enjoy easy emptying — toodle pip to those messy dust clouds associated with regular stick vacs!
We used audience frustrations with competitor products to our advantage, shouting about customer reviews, industry accolades and those influencer unboxings to drive awareness and sales.
A strategic, proactively-managed campaign that generated a significantly higher level of interest than estimated, with targets smashed for reach and traffic — as well as a best-ever year for DTC sales!
Data-driven ad copy and crystal-clear, insight-led messaging to vacuum up audience interest.
To help us meet ambitious goals, we sought a clear understanding of what influences vacuum cleaner purchases. Did you know that we’re 23% more likely to buy a vacuum cleaner after having watched a Facebook video in the past month?
Not only that, but 40% of people planning to buy a vacuum cleaner are more likely to press purchase if they see plenty of likes and positive social media comments; 70% want free delivery, 39% want the ability to spread payments without interest, and they’re 26% more likely to trust online reviews.
This informed all of our ad copy and messaging. We also did a full review of the current paid media tracking and reporting enabling us to have crystal clarity on monitoring and attribution in light of cookies and iOS changes, enabling us to learn from the performance of our campaigns and make continual proactive improvement.
We used the metrics that matter as our yardstick for success, producing a custom tracker which was frequently updated.
We also ensured our media channels and budgets were diversified to maximise campaign effectiveness and produce even more learnings. We strategically split budgets between PPC (Google Search, Microsoft Ads, YouTube and programmatic) and Meta (Facebook and Instagram), adjusting in real-time throughout the campaign.
Our campaign also featured a strategy for prospecting and remarketing, including testing of platforms outside of the business as usual activity.
Clearing sky-high expectations, securing some incredible results and leaving other stick vacs in the dust.
With hands-on experience working on Henry’s always-on paid media campaigns, a wealth of research into behaviour, consumer pain points and by testing new platforms and ad formats, we helped Henry Quick and Hetty Quick reach their target audience in new and engaging ways.
Having been five years in the making, anticipation around the launch was palpable. Clearly customers were just as excited about Henry Quick as we were, with click through, view through and conversion rates way above industry averages.
Our activity also gave a boost to sales for Henry Quick and Hetty Quick across retailer sites!
489%over target for campaign reach
379%over target for campaign traffic
1of the biggest-ever launch campaigns for Henry