Iris > 实例探究 > Robinsons SQUASH'D:创造新品类并主导市场

Robinsons SQUASH'D:创造新品类并主导市场

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技术
  • 传感器 - 相机/视频系统
适用行业
  • 零售
适用功能
  • 销售与市场营销
关于客户
顾客 Britvic 是 Robinsons SQUASH'D 的老板。他们希望在市场上创建一个新类别并增加市场份额。
挑战
Robinsons SQUASH'D 希望向成年人推销他们的新型超浓缩便携式甜酒,并激励他们以新颖有趣的方式享受壁球。
解决方案
为了实现这一目标,他们实施了 Iris Influencer 营销策略,并与 Framestore 合作在零重力下创建了 SQUASH'D。然后,他们向各种体育领域有影响力的 YouTube 主播发起挑战,要求他们使用该产品创作令人瞠目结舌的内容。他们还启动了零售、公关、品牌内容和数字营销活动,并招募了 16,000 名大使来创建自己的内容并赢得 GoPro Hero 3 相机。
运营影响
  • The innovative marketing strategy resulted in a significant increase in brand visibility and consumer engagement. The use of influential YouTubers and the creation of unique content helped to generate a buzz around the product and encouraged consumers to engage with the brand in a unique and exciting manner. The strategy also successfully created a new category in the market, with Robinsons owning an impressive 86% market share. This not only established Robinsons as the dominant player in this new category but also contributed to the overall growth and success of the brand.
数量效益
  • 51 million total impressions (paid and organic)
  • 2.3 million video views, paid and organic, of which 35% were contributed organically
  • 700,000 social engagements

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