the task
Hobart Equipment turned to jellybean to deliver a full-scale launch campaign for its next generation Hood-Type dishwasher range. The brief was to reach two distinct audiences – end users across foodservice, education and government, and the all-important dealer network. The campaign needed to reinforce Hobart’s reputation as an innovator while clearly communicating the commercial and operational benefits of the new range.
the solution
jellybean delivered a comprehensive multi-channel campaign. This integrated approach directly targeted both audiences across digital media, email marketing, print media, PR, social assets and Google PPC. Whilst the sales team was armed with digital sales support literature, high impact national account presentation, sales crib sheets, exhibition graphic, webinar invites, and an email signature banner, helping to ensure the team was ready to hit the ground running at launch.
the results
The campaign delivered strong results across every channel. PPC performance improved significantly month on month as targeting was refined, driving qualified traffic to the hoods landing page, which became the most visited section of the Hobart website over the campaign period. Trade media and partner activity generated substantial reach across the key foodservice titles and associations, as well as targeted PR which secured strong coverage – reinforcing the launch message with the right audiences at the right time.
