Retail and ecommerce
How do you launch a new vacuum brand into a market that four advertisers already dominate?
By leading with the medium the category trusted the most. Before buying any media, Route analysed the UK vacuum-cleaner sector, then planned television first for the Vacmaster Captura and Respira launch, amplified by digital channels.
Cleva was launching two new Vacmaster vacuum cleaners, Captura and Respira, into the UK domestic market in December 2021, entering a category four specialist manufacturers already dominated, most of the sector's advertising committed to television.
What we planned
Before buying any media, we built our own Nielsen-based analysis of the sector, identifying women aged 35 and over interested in health, hygiene and a thorough clean, and choosing audio-visual as the lead channel, a trusted medium blended with response television and amplified by digital.
What we did
Paid media launched on 22 December 2021 with Channel 4 response television, followed by broadcaster VOD on All4 and ITV Hub into February, backed by digital display, native, Facebook and Instagram, Google Ads, Google Shopping and Bing, directing to a dedicated Vacmaster landing page. Inside the campaign, we shifted Facebook budget from stills to video, built retargeting audiences from campaign data, and moved display budget to whitelisted placements.
What it did for Cleva
Native and video were the strongest-performing creative. On Facebook, the data-led retargeting audience outperformed broader interest targeting, confirming the value of the customer data we had built as the campaign matured.
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