A truly All-in-One launch campaign

Zip Water UK’s new HydroTap All-in-One Celsius Arc (AIO) is a stylish tap that dispenses five different water types – instant filtered boiling, filtered chilled, filtered sparkling and unfiltered hot and cold.

Zip Water UK AIO

Brief

We were asked to launch AIO to affluent consumers, retail trade, architects and specifiers and facilities managers, by raising awareness and educating key audiences about its features; introducing it to target journalists with a view to securing coverage in top consumer, architect and trade titles; and driving visits to the landing page and enquiries, to increase sales of the product.

Our Solution

Our strategy was to effectively use the PESO model to reach our target audiences. In order to make the budget work as hard as possible, PR and social advertising would be key elements of the integrated campaign:

• Exclusive cocktail-theme launch event for target journalists to encourage them to try the different water types, with mixologist

• Cocktail-theme goody bag

• Mini brochure

• Suite of print and digital adverts

• Tailored press releases for each audience with relevant key messages and lifestyle images

• HTML emails

• Interactive landing page

• Dynamic launch video – an engaging way of communicating the tap’s benefits for use at launch event and on social

• Social media content and advertising plan

• Influencer gifting

• Integrated media packages with key titles across target sectors, including advertising, advertorials, solus emails, digital advertising and social media coverage

• PPC, Google Display, Re-marketing and YouTube advertising

To ensure successful consumer engagement we decided on a below the line strategy (social, influencers, PR) with above the line spend focused on trade audiences only.

A shared launch plan was created to plot roll out of the campaign across all channels and keep the integrated team on track.

We hit target with the launch with more than 30 consumer lifestyle, KBB trade, architecture, FM press, online media and influencers attending.

Social media teaser content played a big part generating interest in the run up to and during the launch. We used highly targeted paid-for ads to share the video, directing traffic to the landing page.

A gifted AIO was given to interiors influencers, including Jordan and Russell from 2LG Studio @2lgstudio and lifestyle Instagrammer @housebeautiful, in return for our own photography (giving us further images to sell-in to target media) and coverage on their channels.

Post-launch, we distributed e-shots to Zip’s residential databases and all Zip’s showrooms were sent a letter and mini-brochure. Full page adverts, digital adverts and social media coverage appeared across key media outlets. We supported social, print and digital advertising with PPC budget.

Results

40 pieces of coverage across target media (non-paid), with an estimated circulation of more than 620,000 in print.

14,000 views of video. Average view time was 1min17 and video length was 1min30 in total, demonstrating an incredibly engaged audience. AIO e-shots received an average 33.68% open rate and 11.62% CTR.

140k impressions across Instagram, Facebook and Twitter, to an audience interested in the interior design sector and similar competitor products. The social competition resulted in 1,500 new followers on Zip’s Instagram.

More than 3,000 page views from various channels in the three-month launch period, with an average view time of 2min30 and average conversion rate of 4.5%. More than 120 enquiries.

AIO sales have exceeded all targets. The tap instantly became one of Zip’s most popular products.

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