Kärcher: How to create a new brand communication channel in 2 weeks

Natalia Martynova, Evgenia Egorova, Elena Korshak

Professional cleaning solutions and home appliances brand Karcher created an innovative virtual store to raise awareness of its consumer electronics range and promote online purchase in Russia.

Campaign details

Brand: KärcherBrand owner: Kärcher LtdAgency: Wavemaker RussiaMarket: Russian FederationSector: Home appliancesMedia channels: Livestreaming, Virtual & augmented reality, Voice, chatbots, Websites & micrositesBudget: Up to 500k

Executive summary

Kärcher is known in Russia as one of the biggest brands specialising in professional cleaning solutions and home appliances, but its consumer electronics range is almost unknown.

Prior to the pandemic, 96% of Kärcher sales were coming from offline. The physical shopping experience was essential to convert Kärcher visitors into buyers as they needed to test products...

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