In New Zealand, opportunities to significantly impact a brand and observe the direct correlation between advertising and sales are rare due to limited budgets and availability of global creatives but the Easy Off Bam campaign was an exceptional case.

Leading the project with my team, we identified crucial insights, briefed agencies, and guided creative decisions to develop a series of ads for the Easy Off Bam trigger range. Starting with a Hero 30″ BBQ and oven copy, we proceeded to create 15″ and 6″ spots for Soap Scum, Degreaser, and Bleach. The campaign not only boosted sales directly in the first quarter +98% but also heightened brand awareness and perception, demonstrating the effectiveness of strategic planning and precise execution in a competitive market environment.

Campaign Objective:
The goal of the campaign was to increase awareness and drive sales of the Easy Off Bam Trigger portfolio by showcasing its safety, efficacy, and convenience in extreme cleaning conditions.

Campaign Execution:
The campaign focused on demonstrating the power of Easy Off Bam Power Cleaners through a series of impactful 15″ and 6″ spots. These advertisements highlighted the product’s effectiveness in cleaning BBQs and ovens, aired across Free-to-Air (FTA) TV, Online Video (OLV), and various digital platforms.

Watch the Easy Off Bam BBQ & Oven Trigger Ad.

Media Strategy:

A low-weight rotational media strategy on FTA TV, combined with A/B testing on digital platforms, enabled us to identify the strongest-performing creatives and directly target key consumer demographics.

Results:

• The BBQ & Oven hero media segment achieved a remarkable +98%* growth compared to the 17-week period prior to the campaign launch.
• This success extended across the entire Easy Off Bam Trigger range, creating a positive halo effect and resulted in a substantial +51% sustained growth in value sales across all trigger products compared to the previous 17-week period*.

Brand Equity Enhancement:

• Key brand equity statements related to safety, ease of use, and efficacy all improved by approximately +200 bps, indicating strengthened consumer perceptions.
• Awareness among the target demographic increased by +900 basis points (bps) during the campaign resulting in 1600bps increase vs prior year (June ’23 at 36% to May ’24 at 52%).
• Consideration for key demographic resulted in a +400 bps increase during the campaign (from 22% to 26%), raising total consideration vs year ago by +800 bps, (June ’23 at 18% to May ’24 at 26%).

Tracksuit Brand Equity Tracking Results

Campaign Copies

*Nielsen Scan Data to 12/05/2024. ** Tracksuit Brand Equity Tracking May 2023 – May 2024.

*Note: All percentage increases are compared to the respective prior periods mentioned in the case study.