作品信息
| 发布日期 | 2024年8月 |
|---|---|
| 预算/研发成本 | 200-500万 |
| 公益 | No |
| 行业类别 | 家用电器 |
| 品牌 | 石头科技 | Roborock |
| 在线链接 | Film |
作品描述
背景
As a newcomer in the electronic appliance arena, Roborock is making waves by redefining the vacuum cleaner industry through groundbreaking automated robotic technology.
Celebrated as the world's leading robot vacuum cleaner brand in both sales and revenue, Roborock outpaced the market with a remarkable 30.90% year-on-year growth in 2024, far exceeding the market's 15.7% growth rate. The brand also clinched the top sales spot in Germany that year.
Yet, despite its commercial triumphs, Roborock is often seen as a tech-savvy brand lacking emotional depth. With content mainly focused on product launches, the brand has mastered winning pockets but not yet hearts.
As Roborock celebrates its 10th anniversary, the brand is set on transforming its identity from merely a commodity to a beloved name, forging a deeper emotional connection with consumers.
目标
Improve brand love and brand preference
创意
When we create a mess at home, there are always people behind us helping to clean up. They are mothers, pet owners, husbands, or whoever. Those who help us clean up the mess are also the ones who love us.
On the brand's 10th anniversary, we want to convey that Roborock not only takes on the job of cleaning up messes at home but also embodies the love consumers have for their families, pets, and life.
For Roborock's 10th anniversary, we proposed the theme "Behind the Mess is Love," inspiring everyone to rethink the meaning behind the mess in their homes.
There were countless real stories empowered by Roborock, yet, finding a narrative that resonated universally and connected deeply with people is a challenge.
This is why we selected a heartfelt story between an elderly person and his pet dog, Eva, a story that naturally touches every pet lover and is intimately linked to the essence of a vacuum cleaner.
To ensure universal understanding, the film is crafted around a single, evocative line: "Eva." This line threads through the entire film, expressed with various emotions that inevitably resonate with audiences worldwide.
结果
The 10th anniversary owner story garnered 8 million views with limited media budget on social media, doubling the viewership of Roborock's flagship model launch video and outperforming other regular product and tip content by 20 times.
The film also achieved a 95% positive brand sentiment on social media.
分析
Roborock's 10th anniversary campaign positioned the brand as more than just a cleaning tool, but a cherished part of family life. The theme
The theme "Behind the Mess is Love" deeply connected wih consumers, especially families and pet owners, by effectively emphasizing the emotional significance of everyday messes.
The campaign video achieved 8 million views and 95% positive brand sentiment on social media, even with a modest media budget, highlighting the narrative's strong relatability. It doubled the viewership of Roborock's flagship model launch and exceeded typical content engagement by 20 times, proving the power of this storytelling approach.
The campaign leveraged cultural insights that messes, though imperfect, signify the love and joy in family life, distinguishing Roborock from other tech brands and portraying the RoboVac as a companion in home life. The emotional connection is evident, as 28% of users have named their robots, indicating a strong bond.
Ultimately, the campaign successfully enhanced brand love and preference, reinforcing Roborock's role in enriching everyday lives.
