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Henkel

Campaign Well at home

The client

Henkel AG & Co. KGaA is a German company that operates in three business areas: detergents and household maintenance (28% of sales in 2013), beauty (21%), and glues and adhesives ( 50%). Founded in 1876, Henkel holds strong positions, both on BtoB and BtoC markets, with brands such as Le Chat, Mir, Super Croix, X-TRA, Minidou, Schwarzkopf, Diadermine, Vademecum, Pritt, Pattex, Rubson and Loctite.

The client’s challenge

Boost brand visibility with a trade marketing brand activation that also generates brand content content for the group

Tessi’s solution

Strategic recommendation and design of a global activation campaign that combines POS display, promotion call to action and digital / community platform:

  • Creation of a digital platform to host the campaign
  • Partnership with 3 bloggers to engage and create brand content around the DIY topic
  • Design and manufacturing of POS display related to the theme “Well at home”
  • An incentive promotional mechanism to win an interior decoration makeover worth 5000 €
  • Handling of digital entries
  • Customer service – Reporting

Benefits

    • A successful campaign that generated foot trafic, enhanced the expertise of the three different brands and generated long-term brand content.
    • Thanks to its success, the campaign has been renewed the following year


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