First Move Direct Marketing Services: Gtech AirRam

This case study describe the launch of the Gtech AirRam, a new vacuum cleaner model, in the UK, using a content-led, educational campaign.

First Move Direct Marketing Services: Gtech AirRam

Grey Technology

How did the campaign make a difference?

This campaign revolutionised the cordless vacuum marketplace – turning a general loathing of vacuuming into a love of vacuuming.

By educating the consumer to the innovative new technology, Gtech were able to replace the retail floor experience and overcome misconceptions of poor performance and runtime for cordless vacuum cleaners.

The campaign delivered 39,000 AirRam sales, revenue of £14.4million, net profit of £2.9million from a £3million budget, with 4.3% best conversion, and hit just under 5:1 ROI and ROMI of 3.8.

Strategy

The challenge was...

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