ECOVACS needed a new brand strategy to build awareness in the U.S. market. The entire category is thought of as a tech product and is typically marketed to tech enthusiasts which is dominated by a male audience.

The strategy we developed moved ECOVACS’ from the tech category into the wellness category – one that was 36% bigger in terms of audience opportunity and had a far more active engagement in social – especially among women. Instead of typical tech specs, the creative campaign focused on benefits like time with family, peace of mind and the pride of a clean home.

For the campaign, we created online video with multiple edits and cut-downs, social video, static placements, audio podcast spots and identified influencers in the wellness space to further amplify awareness. We also provided the PR team with our wellness strategy to get product placements and mentions into wellness articles.

Increasing brand awareness was the goal. Within the first 30 days, we had 6.369 million impressions and a 53% video completion rate on programmatic and a 36% completion rate on YouTube.