KIWI wanted to relaunch their KIWI Express® Shine Sponge product and provide awareness about the product's ease of use — with it, a person can give their shoes a no buff, no hassle shine in less than 30 seconds. One challenge we would face was the product's positioning as an underappreciated personal grooming product. So ultimately, our objectives were threefold: generate awareness of the KIWI Express product, make KIWI Express relevant to the core consumer's lifestyle and drive traffic to a microsite that would serve as a home for these Ridiculously Fast Films and product demo.
Animator Saiman Chow created a series of short, quirky animated online films that featured the long-time KIWI icon and drove home the message that the Shine Sponge product "is ridiculously fast." A microsite housed the three films and gave the product information and demo a place to live. Our media initiative utilized a mix of Flash 8 banner placements on business and lifestyle sites. Content sponsorships and custom targeting also helped broaden our reach, while paid search ensured that people searching for similar products, grooming and interview tips, and related subjects were exposed to KIWI.
We got considerable mileage out of these films. Working online allowed us to reach the largest possible audience with the lowest possible cost. Best of all, the campaign seemed to resonate with its intended audience. Branded media achieved 16.6 million impressions and 17,252 clicks with a 0.10% average CTR. Ad units, viral marketing and industry buzz drove 58,546 unique visitors to the site, with 19,430 of them downloading videos — in a little over two months.