Iris Case Studies Robinsons Squash'd: A Case Study in IoT Marketing Strategy

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	Robinsons Squash'd: A Case Study in IoT Marketing Strategy Iris

Robinsons Squash'd: A Case Study in IoT Marketing Strategy

Iris

Technology Category	Sensors - Camera / Video Systems
Applicable Industries	Retail
Applicable Functions	Sales & Marketing
Challenge	Robinsons SQUASH'D, a new, ultra-concentrated and portable cordial, was introduced to the market with the aim of providing adults with a convenient way to enjoy squash anywhere. The challenge was to create a marketing strategy that would not only celebrate the great taste of Robinsons on the go, but also inspire people to get outside and enjoy squash in new and interesting ways. The company needed to create a buzz around the product and encourage consumers to engage with the brand in a unique and exciting manner. The goal was to create a new category in the market and establish Robinsons as the dominant player in this category. Read More
About Customer	The customer in this case study is Britvic, the parent company of Robinsons. Britvic is a leading soft drinks company, with operations in Great Britain, Ireland, France, and Brazil. The company has a strong portfolio of own brands, including Robinsons, Tango, J2O, drench, MiWadi, Ballygowan, Teisseire, Fruité, Maguary, and DaFruta. In addition, in GB and Ireland, the company produces and sells a number of PepsiCo’s famous soft drinks brands, including Pepsi, 7UP, SoBe, and Mountain Dew, under exclusive agreements with PepsiCo. Read More
Solution	To tackle this challenge, Robinsons teamed up with OSCAR winning Framestore to create a zero-gravity SQUASH'D video. They then challenged influential YouTubers, including frisbee throwers, football freestylers, free runners, and off-road drivers, to create their own content using the product. This strategy was designed to generate a buzz around the product and encourage consumers to engage with the brand in a unique and exciting manner. In addition to activations across retail, PR, branded content, and digital platforms, Robinsons enlisted 16,000 ambassadors to sign up for a free sample, create their own content, and win a GoPro Hero 3 camera. Read More Log in to view content
Contents

Technology Category

Sensors - Camera / Video Systems

Applicable Industries

Retail

Applicable Functions

Sales & Marketing

Challenge

Robinsons SQUASH'D, a new, ultra-concentrated and portable cordial, was introduced to the market with the aim of providing adults with a convenient way to enjoy squash anywhere. The challenge was to create a marketing strategy that would not only celebrate the great taste of Robinsons on the go, but also inspire people to get outside and enjoy squash in new and interesting ways. The company needed to create a buzz around the product and encourage consumers to engage with the brand in a unique and exciting manner. The goal was to create a new category in the market and establish Robinsons as the dominant player in this category.

About Customer

The customer in this case study is Britvic, the parent company of Robinsons. Britvic is a leading soft drinks company, with operations in Great Britain, Ireland, France, and Brazil. The company has a strong portfolio of own brands, including Robinsons, Tango, J2O, drench, MiWadi, Ballygowan, Teisseire, Fruité, Maguary, and DaFruta. In addition, in GB and Ireland, the company produces and sells a number of PepsiCo’s famous soft drinks brands, including Pepsi, 7UP, SoBe, and Mountain Dew, under exclusive agreements with PepsiCo.

Solution

To tackle this challenge, Robinsons teamed up with OSCAR winning Framestore to create a zero-gravity SQUASH'D video. They then challenged influential YouTubers, including frisbee throwers, football freestylers, free runners, and off-road drivers, to create their own content using the product. This strategy was designed to generate a buzz around the product and encourage consumers to engage with the brand in a unique and exciting manner. In addition to activations across retail, PR, branded content, and digital platforms, Robinsons enlisted 16,000 ambassadors to sign up for a free sample, create their own content, and win a GoPro Hero 3 camera.

Impact #1	The innovative marketing strategy resulted in a significant increase in brand visibility and consumer engagement. The use of influential YouTubers and the creation of unique content helped to generate a buzz around the product and encouraged consumers to engage with the brand in a unique and exciting manner. The strategy also successfully created a new category in the market, with Robinsons owning an impressive 86% market share. This not only established Robinsons as the dominant player in this new category but also contributed to the overall growth and success of the brand.

Impact #1

The innovative marketing strategy resulted in a significant increase in brand visibility and consumer engagement. The use of influential YouTubers and the creation of unique content helped to generate a buzz around the product and encouraged consumers to engage with the brand in a unique and exciting manner. The strategy also successfully created a new category in the market, with Robinsons owning an impressive 86% market share. This not only established Robinsons as the dominant player in this new category but also contributed to the overall growth and success of the brand.

Benefit #1	51 million total impressions (paid and organic)
Benefit #2	2.3 million video views, paid and organic, of which 35% were contributed organically
Benefit #3	700,000 social engagements

Benefit #1

51 million total impressions (paid and organic)

Benefit #2

2.3 million video views, paid and organic, of which 35% were contributed organically

Benefit #3

700,000 social engagements

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Overview

Robinsons Squash'd: A Case Study in IoT Marketing Strategy

Operational Impact

Quantitative Benefit