Hozelock is one of the most recognisable brands in the garden: great products, good design, high awareness and distinctive yellow colouring, but the brand was facing considerable pressure from foreign competitors and cheap imitations entering the market.
Enthusiastic gardeners are frustrated with cheap, low end products that lack longevity and are therefore prepared to invest in more premium products (such as Hozelock) that will perform and last longer.
Using Hozelock’s flagship auto rewind garden hose, the new Auto Reel, Cogent Elliott developed a multi-channel marketing campaign utilising, TV, press, CRM, website, POS, PR and online communications, designed to capture consumers at all touch-points and reassert Hozelock’s dominant position in the market place.
- Fantastic response to seed incentive approximately 22,000 leads
- 36,000 unique visitors to the Auto Reel microsite
- Current AVE total of £806,619.23 / PR Value £2,419,857.69
- Coordinated 2 x competitions which attracted over 6,000 entries
Email campaign achieved the following KPIs:
- Delivery rate – 90%
- Open rate – 20.5%
- Click through rate – 34%