The Opportunity
International swimming pool accessory brand, Maytronics, needed to make a splash in the Australian market with a newly developed pool filtration system.
Mineral Swim combines the unique therapeutic properties of magnesium from the Dead Sea, with the superior purification of the Oxygen to Ozone system.
It’s like no other mineral treatment system on the market and Maytronics needed Australian pool owners to understand why – and to jump on board!
Our Approach
- We engaged landscaping and pool guru, Dave Franklin (The Block, Open Homes Australia) as a brand ambassador to provide genuine and credible endorsement in mainstream lifestyle and home improvement media
- We carefully selected online influencers for their appeal to the various target market segments, and developed comprehensive digital and social media content plans with each
- Mineral Swim’s social media channels were established and a thorough social media strategy has been rolled out across the life of the campaign
- National sales teams and store owners were engaged via internal social media channels to leverage brand awareness and measure market response
The Outcome
With communikate et al’s support, Mineral Swim were able to achieve:
- A 911% increase in Facebook page likes
- A 760% increase in Instagram followers
- A constant engagement rate across both social platforms. This means fans and non-fans engaged in the Mineral Swim content and conversation by liking, sharing, commenting or clicking on it
Increased influencer activity in September 2019 led to significant spikes in engagement, leads and sales, recording:
- 645% increase in impressions on Facebook
- 830% increase in reach on Facebook
- 40% increase in both impressions and reach on Instagram
- 364% increase in messages received via Facebook
- 1385% increase in messages received via Instagram
- The sales team reporting direct leads from specific influencer followers
- A sustained surge in consumer awareness and sales of the Mineral Swim system
The brand’s Consumer Marketing Manager has been singing our praises and directly crediting our work for Mineral Swim being “on track to becoming Australia’s leading mineral pool and swimming brand.”
