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    BISSELL is a family owned company that has been a leader in the homecare business for over five generations.

    For more than 130 years, the family-owned corporation has developed and created the world’s best cleaning tools. From the deep-down microscopic source of your family’s wheezing and sniffling to the stains, dirt and animal dander that wreak havoc on your home life.

    OBJECTIVES

    The following objectives were outlined by Bissell Australia:

    1
    Database Acquisition
    incl. Social Media Growth
    1
    Database Acquisition
    incl. Social Media Growth
    1
    Database Acquisition
    incl. Social Media Growth
    1
    Database Acquisition
    incl. Social Media Growth
    2
    Increase Brand Awareness
    and Engagement
    3
    Increase Online (Direct) Sales
    & User-Generated Content

    #BISSELLAUSTRALIA

    BISSELL have a deep commitment to understanding the lives and cleaning needs of their consumers. That fundamental belief leads BISSELL to researching their home environments and cleaning habits. This gives BISSELL the foundation to develop inventive home cleaning solutions and provide true innovations that are inspired by real life.

    Working together, Thinktank Social and BISSELL identified an opportunity (amongst other initiatives) to achieve the objectives by engaging a new community through Education of the BISSELL product range, specifically around;

    • The vacuum cleaner, upright and portable carpet cleaner and steam cleaner categories
    • The ‘CrossWave’ revolution – vacuuming and washing at the same time
    • Stain removal, including but not limited to carpets, rugs, upholstery, mattresses, car seats, car mats.

    OUR STRATEGY

    By developing and executing a series of targeted Strategic Initiatives, BISSELL Australia successfully achieved the following:

    1
    An increase in brand awareness
    and new product sales enquiries through
    social media communities.
    2
    The acquisition of an active and engaged
    Facebook and Instagram community.
    3
    An increase in organic product-focused
    user-generated content and
    brand authenticity on social media.

    STRATEGIC INITIATIVES

    • BISSELL had been targeting the community of pet owners in Australia over the past few years, and whilst this niche audience worked well for BISSELL, we saw an opportunity to gain wider brand awareness in Australia – targeting a broader audience.

    • We began creating content tailored to 2 new target demographics: Aussie mums and car enthusiasts.

    • A new type of influencer: We partnered with a Facebook group called ‘Mums Who Clean’ when we noticed a lot of positive conversation surrounding the BISSELL brand within the group and reached out to the Admins for a potential partnership. We have run 3 successful campaigns with them to date and their audience sized has doubled since we first partnered with them – from 40,000 to over 80,000 – a fantastic organic content marketing platform for BISSELL with the exact audience we wanted to target. We achieved a significant increase in sales, database acquisition, social media followers and brand awareness from partnering with the group.

    • We also partnered with a Facebook group called ‘We Love Afterpay’ when we noticed there was significant conversation around the BISSELL SpotClean being sold out at retailer SuperCheap Auto because it was such a popular product. We urged BISSELL to introduce Afterpay on their BISSELL Outlet Store to encourage direct sales, and then partnered with the ‘We Love Afterpay’ Facebook group for a giveaway, which resulted in substantial database growth and an increase in sales on their Outlet Store.

    • We worked with multiple pet influencers initially (King Kingsley, Dougie the Frenchie, Dr Katrina Warren etc) but again saw a new opportunity when we started to get interest from lifestyle influencers, primary young mums with young kids. Our influencer marketing campaigns resulted in significant follower growth, especially on Instagram, and further brand awareness and sales.

    • We started to see a clear shift from BISSELL’s social media audience and customers being from households with pets to being from ALL households that needed a solution for a messy home or maintaining a clean home.

    • We noticed that our audience was engaging and resonating more with authentic content (from both individuals and Facebook groups) and thus began a shift in our influencer marketing strategy; authenticity being KEY.

    • We began encouraging our social media followers to share as much organic and authentic content as possible, and incentivised them with competitions and giveaways.

    • We ran an ‘ambassador call-out’ competition to launch the new CrossWave Pet in which we gave our fans the opportunity to be brand ambassadors of BISSELL – we asked them to tell us in 25 words or less why they’d be a good ambassador and then we selected 5 finalists to win a CrossWave Pet. The finalists then had to produce creative content with their product in order to win an entire suite of BISSELL products. The campaign was a huge success that promoted the launch of a new product strategically and creatively and resulted in considerable database growth and user-generated content.

    • Shortly after running the CrossWave Pet competition, we ran paid Facebook and Instagram ads with a large budget promoting the CrossWave Pet and utilised a full-funnel strategy. This campaign resulted in record number of sales generated from social media over a 2-month period.

    • Whilst BISSELL has a strong niche audience on social media, we noticed their Google Reviews were poor. They had 13 reviews on Google and a rating of 2.7 stars. After seeing the plethora of positive reviews about BISSELL products within the group, we decided to run a Google Reviews competition with the Mums Who Clean Facebook group, encouraging them to leave honest reviews of their BISSELL products on Google for the chance to win their money back (what they paid for their BISSELL purchase). The competition was received extremely positively, and by the end of the competition, BISSELL had 29 Google Reviews with a 4 star rating.

    • Our paid Facebook and Instagram advertising strategy has changed significantly since we first started working with BISSELL – our monthly direct ad spend increased and online sales on the BISSELL Outlet Store doubled in 2017 from 2016. We follow a full-funnel approach with BISSELL’s ads to ensure we’re achieving all of their objectives: increase in brand awareness, engagement, traffic, database and sales.

    • Our eDM strategy has also changed with the shift in target audiences. We initially sent out a monthly newsletter ‘Bark Club’ to our database to appeal to pet lovers. We have now changed our eDM frequency to twice monthly and include more generic content as we’re targeting a broader audience.

    PARTNER RESULTS

    • 100% increase in sales on Outlet Store from 2017 to 2018 (due to paid ads).

    • 100% increase in Outlet Store traffic from 2017 to 2018.

    • 383% increase in email database from 2017 to 2019 (9,586 in 2017 to 15,973 in 2018 to 46,301 in 2019).

    • 20% increase in Facebook page likes from 2017 to 2019 (new fans – 20861 in 2017, 22629 in 2018, 25068).

    • 115% increase in Instagram followers from 2017 to 2019 (2,927 – Jan 2019, 2,097 – Jan 2018, 1,358 – Jan 2017).

    • Over 100 pieces of user-generated content per month on average posted on social media platform.

    • High volume (and consistent) daily customer service questions via Facebook and Instagram.

    Thinktank Social are an invaluable part of our organisation. The tangible results speak for themselves but, in addition, they do really care about our organisation, the product range and our own team members they work with. The culture is wonderful.
    BISSELL Australia
    @bissellaustralia

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