You might not think of cleaning products as having fans – after all, they’re practical and they do jobs ranging from the tedious to the unpleasant. These days, consumers are pretty savvy. They don’t just choose the first product on the shelf or pick whatever’s on special – they want to connect with brands.
Earthwise – a Kiwi company producing an environmentally friendly range of cleaning and hygiene products, wanted to build connections with their potential customers. They have no internal marketing team, so came to us looking for a fully integrated service.
The Selective has taken care of every aspect of marketing and communications for the brand, working across their multiple product ranges in New Zealand and Australia. A key part of our approach was to ensure everything we recommended was linked to a greater strategic plan. That way the activities would feed off each other, delivering maximum results and the biggest bang for buck.
Working with The Selective has given Earthwise the consumer engagement they wanted – and the dollar sales to match. It’s proof that if you’re passionate about something, people will be interested. Even in laundry detergent and washing powder.
Marketing doesn’t quite cover what The Selective does for Earthwise. We’ve done everything from new product development, copywriting, product launch strategy and planning, social media and website management. That meant getting deep into their business, so we could offer strategic thinking, budget planning and to measure return on investment.
The Selective’s team of specialists helped with marketing strategy and design of new packaging (like Earthwise’s cute baby range), event management, copy and design for print advertising, video production and public relations.
It’s all about making sure the Earthwise brand is represented consistently wherever and whenever it comes in contact with customers. These days, those points of contact are everywhere.
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