Breville

The client is one of the world’s premier manufacturers of small home appliances and is based out of Sydney, Australia.

COUNTRY

  • Australia
  • United States of America

OBJECTIVE

The client was launching a new range of cold-press juicers in the Australian market and required content to promote their product in their target markets of Australia and United States of America (USA).

Their primary objective was to drive traffic to their website and engagement with content on third-party websites like YouTube, Instagram and Facebook.

STRATEGY AND EXECUTION

The content strategy was divided into three parts:

  1. Instructional content
  2. Influencer videos
  3. Product reviews

Instructional content were aimed at articles and videos for Breville’s digital properties. Their purpose would be to provide information on product features and usage instructions.

Key industry influencers were identified based on client requirements and contacted with details of what the client was offering them for unbiased videos. All subsequent dealings were handled directly by client representatives.

Product reviews were created based on feedback from industry professionals and published on third-party websites.

OUTCOME

  • The client’s traffic metric target was exceeded by 33%
  • Engagement metric for comments and likes exceeded by 11.2%
  • Engagement metric for shares fell short by 45%