Through our integrated marketing approach, our team has delivered measurable results and increased market share for a number of the clients in the housewares industry. With activities including public relations, organic social media development, social media advertising, and influencer activations, check out how we grew Zavor’s brand presence both online and offline!
Background
Zavor, an industry recognized manufacturer of pressure cookers and multi-cookers, brings a curated culinary creation for the contemporary home cook. Focusing on easy-to-use tools, Zavor’s unique products offer a simple and healthy approach to cooking.
In April 2019, Zavor approached lotus823 for a comprehensive marketing strategy to address its media reputation, social media platforms, and influencer marketing partnerships.
Strategy
Among managing the brand’s marketing activities, our goal was to develop creative content for Zavor’s social communities, craft a paid advertising strategy to help increase brand awareness, identify top influencers across core growth categories, and secure top-tier editorial coverage both online and in print publications.
To meet these goals, we developed a multi-faceted strategy addressing Zavor’s media reputation, social media platforms, and influencer marketing partnerships.
Challenge
For Zavor’s social media activities, our team created a platform-specific strategy. By implementing unique posts, leveraging proper posting formats, and reevaluating scheduling frequencies and optimized sharing times, we improved the brand’s post performance by encouraging higher reach and engagement levels. Additionally, we also developed strong relationships with key influencers that helped further promote the brand to its target audiences.
In order to achieve top tier media publications, our team executed a comprehensive public relations strategy to grow brand awareness and enhance Zavor’s brand reputation. We targeted outlets with audiences that fit within Zavor’s core and target customer bases (including homeowners, time-poor parents, entertainers, and more), crafted editorial ideas surrounding key products, and continually researched and sourced important editorial opportunities.
Results
Over the course of a nine-month period of account management, our social media marketing efforts resulted in an increased Facebook followership by 1,400% through an integrated strategy incorporating organic content and paid ads. We drove brand awareness through Facebook ads garnering more than 450,000 impressions, as well as drove consumers to Zavor’s website and retailers, such as Sur La Table and Amazon.
For our influencer marketing partnerships, our team collaborated with a wide range of influencers, showcasing Zavor’s LUX LCD and LUX Edge multi-cookers to a potential audience of over 7.9 million users.
Through our public relations strategy, we garnered positive coverage of Zavor’s products in top-tier trade and consumer media outlets such as Business Insider, Ladders, Parade, Consumer Reports, EatingWell, PopSci, and more, for a combined total reach of more than 366 million.
This integrated marketing approach was a key benefit for raising awareness about both the Zavor brand and its products in front of target audiences. To learn more about the strategy and results with Zavor, view our full case study.