Bissell Sweepers: Solving for the P.I.T.A.

Judi Friedman

This case study describes a campaign in the US by Bissell, a floor care company, which used a social media strategy to halt a decline in sales of its core product.

Bissell Sweepers: Solving for the P.I.T.A.

Judi Friedman

Campaign details

Brand owner: BissellAgency: FizzBrand: Perfect Sweep Turbo Cordless Rechargeable Sweeper; Natural SweepCountry: The United States

Executive summary

Bissell is a family-owned business with revenues that exceed US$1 billion. Controlling 25% of the US floor-care market, Bissell also has significant market share in 17 additional countries around the world. The company was founded in 1876 when Melville Bissell invented the Bissell sweeper. Sweepers have been part of the company's product line ever since.

In 2010, overall sweeper-category sales plummeted to US$25 million from a...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands