Supporting Eureka’s Vacuum Promotion

Client

Eureka

Category

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Driving Sales andEngagement Through Targeted Influencer Partnerships

Eureka, a trusted name in home appliances, partnered with Insurgency to execute a successful influencer-driven campaign for a vacuum promotion at Costco acrossCanada. With a tight timeline and specific geographic targets, Insurgency identified and managed key influencers to create engaging content for theOctober promotion. Our team also handled paid media support to amplify the campaign, ensuring both brand visibility and increased sales through the promotion period.

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The "Who"

Eureka, an established brand in the home appliance industry, is known for its range of high-quality vacuums. The company offers innovative products that enhance home cleaning routines and provide lasting value to customers. Eureka’s presence spans across major retailers, with Costco being one of its key partners in Canada. With a focus on quality, Eureka is committed to providing customers with products that simplify their daily lives.

The "Why"

Eureka reached out toInsurgency to support their vacuum promotion at Costco by driving visibility and engagement through influencer partnerships. The client’s goal was to create buzz around the promotion, increase awareness of the vacuum product, and drive traffic to Costco stores, particularly in Ontario, Quebec, BC, and Alberta. The challenge was to create content that could not only engage influencers’ audiences but also be owned and repurposed by Eureka in the future.Additionally, paid media support was required to amplify the influencer reach.

The "What"

The primary objectiveswere:

Increase product visibility and drive engagement through influencers.
Ensure influencers created content that was owned by the brand and could be repurposed post-campaign.
Manage paid media support to amplify the influencer reach and meet the client’s KPIs. The challenges included ensuring the influencers’ content aligned with Eureka’s brand values, accurately represented the vacuum product, and met the geographic focus for Ontario,Quebec, BC, and Alberta. Additionally, managing influencer contracts and handling the logistics of the campaign’s execution required careful coordination.

The "How"

Insurgency began by conducting research to identify influencers whose audiences aligned with the geographic targets and product fit. We prioritized influencers who had a strong local following and were credible users of Eureka vacuums. After selecting four influencers, we worked closely with them to develop content that was engaging, authentic, and aligned with Eureka’s messaging. We also ensured that the content would be transferable to Eureka for future use. Paid media was strategically employed to amplify the influencers’ reach, ensuring the promotion was widely visible. Our strategy was built around maximizing engagement, generating sales, and making the content work hard for Eureka beyond the campaign period.

The "It"

Once influencer agreements were in place, the content creation process was initiated with a clear schedule to match the promotion dates. Influencers developed a variety of content including videos, blogs, and social media posts that aligned withEureka’s objectives. Insurgency provided media support to ensure the reach of the influencers’ content was amplified through strategic paid media placements.We also worked closely with Eureka to ensure the content would be repurposed effectively post-campaign, allowing the brand to continue benefiting from the influencer-created assets.

The "Results"

The campaign exceeded both the client’s and retailers’ KPIs, with significant increases in sales across major markets. The timing of the sales spike directly coincided with the influencer program, validating the effectiveness of the campaign.
Key results included:

Increased Sales: Major markets saw a spike in sales during the campaign, with the coupon redemption driving traffic and conversions.

Effective Media Strategy: Paid media efforts successfully amplified the reach of influencer content, boosting brand visibility and engagement.

Content Longevity: Post-campaign, Eureka repurposed video and blog content, ensuring continued value from the influencer-created assets.
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By strategically leveraging influencers and media support, Insurgency helped Eureka meet their campaign objectives, build a stronger brand presence, and drive lasting results.

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190 Strathearn Road
Toronto, ON. M6C1S4
+1 416-602-2095
info@weareinsurgency.com

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