Direct Response & Drive To Retail • 400% Retail Lift • Domestic U.S. & International Campaign
Dirt Devil has been a leading brand of household cleaning products ever since its first hand vac debuted in 1984. TTI Floor Care, Dirt Devil’s parent company, asked M2 Marketing & Management to develop a short form Direct Response Television (DRTV) campaign to demonstrate the versatility of their newest product, the 360° Reach vacuum.
The primary objective of the campaign was to generate direct sales with a secondary goal of driving retail sales. While M2’s production team wrote and produced two 2-minute spots, the management team oversaw Offer Strategy, Financial Modeling, Call Center Management, Fulfillment Management, Merchant Processing and Media Management.
Immediately following the launch of the U.S. campaign, TTI hired M2 to also develop and manage a separate short form campaign in Canada designed to drive retail sales of the Dirt Devil 360° Reach. The 2-minute spot proved highly successful and provided an average weekly revenue lift of over 400% across their Canadian retail footprint.
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