A tenfold of online buzz for Hansgrohe
trnd activates consumers
German bathroom specialist Hansgrohe, established in 1901, is known for its innovative and beautifully designed showers and taps, yet awareness of the Hansgrohe brand among consumers was low. To improve brand awareness, trnd implemented a Collaborative Marketing campaign, focusing on generating genuine experiences from real consumers, and encouraging them to share their thoughts and opinions on social media.
We started with a group of 25,526 carefully selected consumers and educated them about the Hansgrohe product range and the optimal shower experience they deliver. The 500 participants with the best social media potential were then equipped with a Hansgrohe Raindance shower head, and the tools needed to become Hansgrohe co-marketers. Their task: to share their new shower experiences online via their social networks and blogs, and to provide Hansgrohe with authentic consumer insights from using the product in real life.
The result: 10 x more online buzz
The Hansgrohe co-marketers generated 825,589 real-life conversations and product recommendations about the brand among friends and family and published 9,648 posts on social media. The social media measurement showed 10 times more online buzz for Hansgrohe after the campaign and, importantly, the sentiment of the published content was 100% positive!