iRobot
2016 Holiday Campaign
The Brand (In A Nutshell)
iRobot—the maker of everyone's favorite robot vacuum cleaner Roomba—is a playful brand. It doesn't take itself too seriously, and it loves having a fun dialogue with its fans.
The Ask
Develop a social activation that convinces and converts skeptics to buy Roomba and/or Braava jet for themselves or as a gift for others during this time period.
Insight
In theory, the holidays are supposed to be the most wonderful time of the year. In reality, they can be the most stressful. But that doesn’t mean we should miss out on the joy they bring.
Strategy
While our competitors are begging people to buy into the outdated cliché of the picture-perfect holiday scene, let’s recognize, as real people do, that holiday perfection is an illusion. In the real world, real people make real messes – and have fun doing it.
Idea
Our main target market: Neat Seekers. The people who never lose their cool when faced with a mess. In other words, they conquer messes. So we created a social campaign that empowers Neat Seekers, giving them the extra strategies they need to continue their holiday conquest, all while positioning Roomba and Braava jet as the ultimate partners in clean.
It started with a manifesto that helped capture the tone we were going for.
Our mood board captured the playfulness of the campaign through visuals.
The campaign's visual identity incorporated brand fonts and colors, while also nodding to the holidays and the fact that we were creating a social campaign.
We kicked off the campaign with this launch video.
The video is still live—you can see Facebook engagement rates by clicking here.
Then we brought influencers into the fold. We sent each influencer iRobot products, along with an iRobot Holiday Field Strategy Guide that detailed how we wanted them to participate. We made it look like a real field guide, right down to the foil-stamping. Here's me pretending to be a hand model as I flip through it.
Our influencers posted their own video field strategies of how they conquer the holidays. Their posts went on their own channels. We also reposted their video on our social channels, and we asked how users how they conquer the holidays each year for a chance to win an iRobot product. Below are a couple influencer examples.
