Maytronics Mineral Swim

How savvy social media leads to sales

Sector: Retail
  • Content Creation
  • Digital and Social Media
  • Public Relations
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The Challenge

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.”

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What our clients have to say

We love the Daily Moves branding that communikate et al created. It is friendly, flexible for different applications, and our marketing collateral stands out from the rest. We have received a lot of compliments from participants and stakeholders who love it just as much as we do.

Alyssa Hill
Daily Moves Program Coordinator, City of Unley

communikate et al understood our uniquely commercial and political landscape to quickly become a valued member of our team. They’ve supported our major events and activations with great results… and navigated and mitigated risk when needed. Put simply, they’re responsive, supportive and just as invested in Rundle Mall’s success as we are.

Johanna Williams
General Manager, Rundle Mall Management Authority

Following the successful development of our new website, communikate et al has maintained a proactive approach to the refinement and improvements of content and key messages in collaboration with our team. They embraced and supported us in all communication relating to the impact of COVID-19. They’re a friendly and responsive team with all requests being eagerly supported.

Nino DiSisto
Chief Executive Officer, Clayton Church Homes

communikate et al were an integral part of the King William Road upgrade team from the initial community consultation right through to completion. The brand they created fit the project perfectly. They took the time to understand the complexities and always delivered with strategic oversight, ensuring things were done with purpose and meaning. Having them on board was invaluable.

Akarra Klingberg
Coordinator Business and Economic Development, City of Unley

We have been hugely impressed with the way communikate et al have immersed themselves in learning our brand and respecting our approach. It felt like they just ‘got us’ from the start! It has been such a pleasure working with their professional, smart and dynamic team.

Jocelyn Marsland
Manager – Communications and Marketing, Emerging Minds: National Workforce Centre for Child Mental Health

Working with the talented team at communikate we have the very best communication, marketing, design and digital expertise and resources at hand. Our brand is now integrated and seamless across everything we do.

Kristen​ Pellew
Head of Stakeholder Engagement, Australian Gas Infrastructure Group

communikate et al has become an important and trusted partner... They share our passion. We greatly value their flexibility, their responsiveness, their turnaround times, their honest appraisal of projects and their collegiality. Most of all we love the fact that they have supported our focus on achieving outcomes for older people.

Jane Mussared
Chief Executive, COTA SA

We've worked with the communikate et al team for 18 months and they've played a pivotal role launching the Mineral Swim brand. They have successfully driven our influencer programme, managed our social media programme and generated leads resulting in sales. They are dynamic and professional, and it’s been a pleasure working with them and seeing our brand flourish.

Daena Bougoure-Latchford
Water Treatment - Business Development Manager, Maytronics Australia

communikate were initially engaged to assist in rebranding and marketing. I was most impressed with the way they listened, interpreted our ideas and turned them into something the whole community took pride in…. Their strategy helped us to achieve strong enrolment numbers… I would highly recommend them if you are looking for a professional, innovative, talented and highly relational marketing (and more) agency.

Peter Daw
Former Principal, Mercedes College

Bec, Henry and the team understood our brand from the get go and it showed from concept to delivery. During an intensely busy time for our team, they worked seamlessly with us to develop and manage an integrated campaign... The results were outstanding and put the hotel in an excellent position to launch into a competitive market, with strong occupancy experienced. We really value our partnership.

Chris Curran
Director of Hotel Openings & Operations, Pro-invest Hotels Group