As the Tefal Infinipress juicer enters a crowded market, competitors make bold claims and offer similar products at a cheaper rate. The challenge for Tefal was to convince customers that the Infinipress delivers a superior performance that justified the higher price point.
The most effective way for Tefal to drive consideration and purchase was through advocacy. An intensive audit revealed the benefits of the Infinipress that customers loved as well as the features of competitor products that customers complained about.
With this information, Testify created a video concept which demonstrated the key features of the product and exploited the common gripes customers experienced with inferior machines. This video was then shot, directed and produced by Splash Worldwide.
Testify housed this video in a bespoke social content unit, which was then seeded to a 30 strong team of UK based mummy bloggers. More importantly this advocacy team were tasked with ratifying product claims from Tefal by creating juices with the machine and posting their results in social channels.
30 Mummy bloggers formed a Tefal advocacy team for the duration of the campaign.
All influencers and delivery stats were tracked in real time via the Testify Platform.
The average reader spend >30 seconds with Testify content.
7% sales uplift tracked during the duration of the campaign.