Case Study
WORX GT
Launch a new 3 in 1 electric grass trimmer and edger with $150+ price point.
Break consumers away from their traditional loud and heavy polluting gas power tools and convince them to go fully electric with a cleaner and quieter trimmer.
Solution
- Utilized a 28:30 infomercial to educate and demonstrate the multiple benefits of a fully adjustable electric power trimmer.
- Launched with Long Form (28:30) to effectively demonstrate the ease and versatility of using the Worx GT and showed how quiet and efficient the GT was compared to messy gas-powered trimmers.
- Media targeted a adults 25-54 demo on local broadcast, regional cable, and national cable.
- Shorter format creatives introduced after Long Form maturity to increase exposure and drive retail sales.
- Launched additional product lines based on the success of the principal product including seasonal products.