Iris Case Studies IoT in Advertising: A Case Study on Maplin's Brand Strategy

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	IoT in Advertising: A Case Study on Maplin's Brand Strategy Iris

IoT in Advertising: A Case Study on Maplin's Brand Strategy

Iris

Technology Category	Sensors - Camera / Video Systems
Applicable Functions	Sales & Marketing
Challenge	Maplin, a renowned electronics retailer, faced a significant challenge in recreating their successful TV campaign, 'Maplin Moments'. The campaign, which focused on solving common household problems with Maplin's products, had previously driven spontaneous awareness from 2% to 9%. However, the challenge was to make the new campaign work three times harder. The company needed to not only maintain the momentum of the previous campaign but also significantly enhance it. The goal was to firmly establish Maplin as the go-to store for service and friendly advice when customers' tech know-how runs dry. The challenge was further compounded by the need to extend the longevity of the campaign and add a fun perspective to it. Read More
About Customer	The customer in this case study is Maplin, a well-known electronics retailer. Maplin is a company that prides itself on providing solutions to common household problems through their wide range of products. They are known for their customer-centric approach, offering service and friendly advice to customers who may lack technical know-how. Maplin has a strong presence in the electronics retail market and has previously leveraged TV advertising to increase spontaneous awareness of their brand. They are a forward-thinking company, open to innovative advertising strategies that combine traditional and digital mediums to reach a wider audience. Read More
Solution	To address the challenge, a strategic approach was adopted that involved the creation of three 10-second cut-downs. These short, impactful videos were designed to hammer home the message that Maplin is the ultimate destination for service and friendly advice when it comes to technology. To extend the longevity of the campaign and add a fun perspective, a spin-off video was created from one of the 10-second TV commercials. This video showed what a cat got up to in the house when left alone. The video was seeded in social media, which helped to extend the reach of the campaign and engage with a wider audience. This innovative approach combined traditional TV advertising with social media engagement, leveraging the power of IoT to reach and connect with customers. Read More Log in to view content
Contents

Technology Category

Sensors - Camera / Video Systems

Applicable Functions

Sales & Marketing

Challenge

Maplin, a renowned electronics retailer, faced a significant challenge in recreating their successful TV campaign, 'Maplin Moments'. The campaign, which focused on solving common household problems with Maplin's products, had previously driven spontaneous awareness from 2% to 9%. However, the challenge was to make the new campaign work three times harder. The company needed to not only maintain the momentum of the previous campaign but also significantly enhance it. The goal was to firmly establish Maplin as the go-to store for service and friendly advice when customers' tech know-how runs dry. The challenge was further compounded by the need to extend the longevity of the campaign and add a fun perspective to it.

About Customer

The customer in this case study is Maplin, a well-known electronics retailer. Maplin is a company that prides itself on providing solutions to common household problems through their wide range of products. They are known for their customer-centric approach, offering service and friendly advice to customers who may lack technical know-how. Maplin has a strong presence in the electronics retail market and has previously leveraged TV advertising to increase spontaneous awareness of their brand. They are a forward-thinking company, open to innovative advertising strategies that combine traditional and digital mediums to reach a wider audience.

Solution

To address the challenge, a strategic approach was adopted that involved the creation of three 10-second cut-downs. These short, impactful videos were designed to hammer home the message that Maplin is the ultimate destination for service and friendly advice when it comes to technology. To extend the longevity of the campaign and add a fun perspective, a spin-off video was created from one of the 10-second TV commercials. This video showed what a cat got up to in the house when left alone. The video was seeded in social media, which helped to extend the reach of the campaign and engage with a wider audience. This innovative approach combined traditional TV advertising with social media engagement, leveraging the power of IoT to reach and connect with customers.

Impact #1	The innovative advertising strategy resulted in several qualitative benefits for Maplin. Firstly, it reinforced Maplin's position as a go-to store for friendly advice and service in the electronics retail market. The use of short, impactful videos helped to effectively communicate this message to the audience. Secondly, the fun spin-off video added a unique perspective to the campaign, making it more engaging and memorable for viewers. This likely contributed to increased brand recall and customer engagement. Lastly, the use of social media to seed the video helped to extend the longevity of the campaign. It allowed Maplin to reach a wider audience and engage with customers on a platform they frequently use, thereby enhancing customer relationships and brand loyalty.

Impact #1

The innovative advertising strategy resulted in several qualitative benefits for Maplin. Firstly, it reinforced Maplin's position as a go-to store for friendly advice and service in the electronics retail market. The use of short, impactful videos helped to effectively communicate this message to the audience. Secondly, the fun spin-off video added a unique perspective to the campaign, making it more engaging and memorable for viewers. This likely contributed to increased brand recall and customer engagement. Lastly, the use of social media to seed the video helped to extend the longevity of the campaign. It allowed Maplin to reach a wider audience and engage with customers on a platform they frequently use, thereby enhancing customer relationships and brand loyalty.

Benefit #1	Increased spontaneous brand awareness from 2% to 9% through the initial TV campaign
Benefit #2	The new campaign was designed to work three times harder than the previous one
Benefit #3	The use of social media extended the reach of the campaign to a wider audience

Benefit #1

Increased spontaneous brand awareness from 2% to 9% through the initial TV campaign

Benefit #2

The new campaign was designed to work three times harder than the previous one

Benefit #3

The use of social media extended the reach of the campaign to a wider audience

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Overview

IoT in Advertising: A Case Study on Maplin's Brand Strategy

Operational Impact

Quantitative Benefit