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Tineco
About Tineco
Tineco showcases its innovative and intelligent technology to make home appliances helpful, smarter and easier to use. Featuring outstanding industrial design, Tineco products are the perfect combination of aesthetics and pragmatism.
The Challenge
The challenge was to build brand awareness for our client in a highly competitive market. With numerous established players and a saturated media landscape, we needed to create a standout campaign that would capture attention and resonate with the target audience. Our objective was to elevate the client's brand presence, ensuring it cut through the noise and reached the right consumers effectively. We had to devise innovative strategies to engage the audience, foster genuine connections, and drive lasting impressions, all while aligning with the client's unique brand identity and goals.
Category: Earned Media, Paid Media, Influencer Marketing, Digital Marketing
The Program
Swerve's role as Tineco’s Agency of Record (AOR) is to increase brand awareness and drive sales among target consumers and audiences by directing them to priority retailers through strategic earned, paid partnerships & digital marketing.
Target
Canadian technology, home and lifestyle media outlets & influencers, appealing to the family purchaser demographic
- Trendsetters: Millennials and Gen Zs looking for that aspirational “cool” factor, who are eager to adopt the latest product and tell their friends about it.
- Men: Men are an under targeted group when it comes to home goods. Men are shopping more than women across most online and traditional retail channels, and are embracing technology for shopping and researching prices more than women.
- Multi-taskers: Heads of households with busy schedules, lots to juggle, and those with multiple family members and pets living under the same roof. They want an easy and convenient way to manage their homes or seasonal vacation properties.
Insights
74% of our target audience trust sources such as traditional media platforms, online outlets, blogs, and social media communities more than advertisements when it comes to learning about new brands and gathering product information.
84% of our target audience say that user-generated content has influence on what they buy.
Millennials and Gen Zs make more personal improvement commitments than any generation before them. They spend twice as much as Boomers on self-care essentials such as workout regimens, diet plans, life coaching, therapy, skin care, and apps to improve their personal well- being.
Objectives
- Focusing on strategic influencer partnerships and an “always on” traditional media relations strategy across Canada, the team at Swerve focuses on create meaningful chatter and keeping the brand top of mind with technology, home and lifestyle outlets.
- Build an annual PR program that creates consistent chatter across multiple channels, including digital, print, broadcast, and social platforms.
- Use trusted third-party experts, thought leaders, and social media influencers to position Tineco as an innovative lifestyle brand with must-have smart home products.
- The coverage should inspire consumers, through humanized and relatable content (i.e. for new parents, pet owners, etc.) to make their lives easier by using Tineco.
The Results
Swerve created a strategic marketing communications plan anchored by the tagline:
My Mess. My Way.
- Goal 1. Generate 100 stories over a 12 month period | Achieved: Generated 422 stories over a 12 month period. 422% over KPI
- Goal 2. Generate 50,000,000 impressions over a 12 month period | Achieved: Generated 204,595,611 impressions over a 12 month period. 409% over KP
- Goal 3. Achieve a CPC: $0.001 | Achieved a CPC of $0.0005. 500% over KPI
- Goal 4. Achieve an avg engagement rate of 1.5% | Achieved an avg engagement rate of 3.20%. 213% over KPI
- Goal 5. Increase Share of Voice by 2% | Achieved 15% SOV Target, increasing SOV by over 5% in Canada!
After launching to market 5 years ago, Tineco is now the 2nd fastest growing floor care brand in Canada next to Dyson.
Amidst the multitude of voices, we assist our clients in cutting through the noise to target the key influencers that truly resonate with their audience.
Program Highlights
Big Wins:
Broadcast
Earned Influencers: Canada & US
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