Product Launch | Bosch Home | Bonfire Creative Intelligence

Helping to establish a new entrant to be recognisable in a stable and competitive market.

High engagement with 25% of people watching over 30secs of the videos.

Frame
Create
Deliver

Bosch is a well-known, trusted and respected personal care brand across Europe but had little equity as such in the UK.

During the summer of 2014, the company made the decision to launch a small range of personal care products exclusively with one of the largest UK hair appliance retailers. Our brief was to ensure the launch built on Bosch’s well developed reputation in home appliances, garden tools and DIY. The launch brief required the delivery of a high impact, multi-channel campaign with a greater emphasis on digital and social media.

Our response to the brief began by undertaking detailed research into the UK hair and personal care market.

The insight we discovered was that despite being a mature and competitive marketplace, there was still a great deal of ‘unknowns’ for consumers when it came to hair care. Our creative strategy was then formed around the concept of ‘secrets unlocked’: using Bosch expertise and innovation, these new products were specifically designed to help consumers achieve the great styles they wanted with limited damage to their hair.

Using this launch creative ‘Unlock the secrets of styling with care’, we produced the collateral and, alongside Bosch’s PR agency, helped promote an exclusive PR event in London. Also at launch we ran a reviewers campaign inviting 50 people from the Bosch Facebook community to review the products and post their findings online.

After launch, a series of ‘how to’ videos were produced using actors rather than models to strongly connect with viewers as they demonstrated how to achieve the latest on-trend styles for both men and women. The videos were published as organic content across multiple social media channels, including: Facebook, Twitter, Instagram and YouTube.

The reviewers campaign created positive engagement on Bosch’s Facebook page which, along with PR coverage in fashion and lifestyle publications, helped increase awareness, driving consumers online and in store to seek out the innovative, new Bosch range.

The videos reached over 400,000 people, were shared more than average for Bosch and 25% of people watched over 30 seconds making them very successful in terms of engagement. Bosch have increased their listings as a result of sales since the launch campaign and have been recognised as a brand that can stand confidently alongside more established brands in this sector.