Brand refresh with a bold voice
Client: Hoover (TTI Floorcare)
Brand refresh with a bold voice
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Creative strategy and campaign development for Hoover (AOR) and Dirt Devil (project work).
Increased Hoover sales 11.1% YOY over 3 years.
Helped grow floor care and appliances sales to $1B, 27.4% of global group sales through leading creative approaches to marketing initiatives, strategizing new product launches, guiding strategy for packaging redesign, accessories packaging, and POP display design.
Conceived and deployed unique trade show booth and customer experience, featuring 2-story vacuum cleaner dirt cup at International Housewares Show.
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My team and I worked on the Hoover brand as AOR over the course of four years. We were responsible for developing an array of work for consumer and trade, including creative development of full campaigns for multiple product lines, overarching brand campaign work, sales enablement materials, trade-show design, product and brand photography, accessories packaging redesign, and more. In this project section, I am providing a very broad 50k-ft overview of the breadth of work and experience I’ve had on this account. Individual campaigns and marketing efforts with greater detail are represented separately within my portfolio.
Facing stiff competition from Dyson and Bissell, Hoover needed a shot of adrenaline to the brand prior to retailer line reviews. We were tasked with staying true to the brand positioning, “truly clean”, while providing a more creative interpretation. The work needed to reinforce brand confidence and hold the attention of key retail buyers to maintain shelf space, while also reigniting interest and relevance among consumers. I wrote a manifesto as part of my process for arriving at the creative strategy and articulating the brief for the project. Although it wasn't meant to be used for anything, the client liked it and chose to present it internally at the announcement of the refresh project.
Full-page magazine print ads ran in industry publications prior to the International Housewares Show. They gained attention from buyers and endemic press, considered as an unusually bold voice for the brand that was otherwise very conservative.
Hoover's patented WindTunnel Technology was a key topic for the International Housewares Show communications. In developing concepts for the trade show booth, I focused on drawing attention to this tech -- bringing the booth to life as a two-story vacuum cleaner canister.
The original idea was to create a space that showcased the technology in a hands-on, interesting way, and included a series of working, hands-on technology displays. It was a remarkable process to work closely with the manufacturing company, PFI Displays, to make the booth a reality.
The second-story meeting space was designed for taking meetings with buyers, while the bottom floor showcased technology.
The CMO produced as much as the budget would allow, resulting in an epic, creative-award-winning trade show booth. The giant dirt cup dominated the conference center landscape, and the booth was a PR hit for Hoover/Dirt Devil.
In sync with the refreshed brand voice and trade show event, we developed a comprehensive sales enablement package to assure support of the sales team. The collateral system was tiered, aligning higher investments with retailers representing more opportunity for the brand.
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