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GOLD FOR THE ABSTAUBER WG
To increase brand relevance and usage among a younger target audience.
Finding a solution to raise awareness of the SEVERIN Floorcare brand among young, and previously brand-independent target group. The brand is popular amongst German families, but SEVERIN needed to reach a younger target group to secure its relevance and usage for the future.
This target group is active on social networks every single day. husare built its concept on this fact and created a proprietary content generator by establishing the “Die Abstauber-WG” in Berlin. We created a website https://www.abstauber-wg.de for a national contest to find students living in a flatshare that were willing to become dedicated product testers for the SEVERIN Floorcare brand. The prize was one year of rent-free living.
Of the 70 applications, a group of 5 students living in a Berlin flatshare were chosen by the community. Daniela, Johannes, Mareike, Rachel and Malte became the “Abstauber-WG 2018”. They tested products from vacuum cleaners to toasters and shared their views on social media channels. Authenticity was key for believability and trust.
The campaign has increased the brand awareness of SEVERIN Floorcare in the young target group and is a complete success online as well as offline: Approximately 13 million impressions were achieved with a four-digit media budget – via the campaign’s Facebook and Instagram pages and the hashtag #abstauberwg. Media relations was another part of the campaign. The Abstauber flatshare was also taken up in specialist and industry media as well as in the public press.