iRobot Conquer the Holidays
In theory, the holidays are supposed to be the most wonderful time of the year. In reality, they can be the most stressful. But that doesn’t mean we should miss out on the joy they bring.
So, while our competitors are begging people to buy into the outdated cliché of the picture-perfect holiday scene, let’s recognize, as real people do, that holiday perfection is an illusion. In the real world, real people make real messes – and have fun doing it.
Our main target market: Neat Seekers. The people who never lose their cool when faced with a mess. In other words, they conquer messes. Our idea: a social campaign that empowers Neat Seekers, giving them the extra strategies they need to continue their holiday conquest, all while positioning Roomba and Braava jet as the ultimate partners in clean. We kicked off with a Capaign Launch video and then we brought influencers into the fold. We sent each influencer iRobot products, along with an iRobot Holiday Field Strategy Guide that detailed how we wanted them to participate. We made it look like a real field guide, right down to the foil-stamping.
Creative Team:
Karyn Pascoe, Creative Director
Gene Albamonte, Associate Creative Director, Copy
Melissa Noble, Senior Copywriter
