Multitap

Emerson

Emerson Electric Co. is an American multinational corporation headquartered in Ferguson, Missouri, United States. This Fortune 500 company manufactures products and provides engineering services for a wide range of industrial, commercial, and consumer markets. In recent times Emerson has boldly transformed itself  to focus on two core business platforms — Automation Solutions and Commercial & Residential Solutions — we can confront the challenges of an increasingly complex and unpredictable marketplace from whilst retaining a single-trusted-partner status with the process, industrial, commercial and residential industries.

The Brief

Emerson owns and operates a range of brands including Insinkerator, the opportunity was to support the Director of Marketing in the launch of a new product to market- Italian Made Multitap™. The requirements included developing the communication strategy along with the lunch event and all brand assets. Working hand in hand with Brand Ambassador we created every element including new websites, social media platforms, launch event.

Approach

In order to deliver on the client’s goals, Digital White Space began with our Discovery phase to understand all of the objectives, then Customer mapping from the customer to all the retailers, this was brought into creating the brand positioning. Delivered in a Marketing Strategy and all rolled out all the communications strategy across digital and creative assets and brand creative.

Digital White Space brought the brand story to support the high end positioning and then brought this to life via Launch Event, Photography shoots with Guy Grossi, video, Augmented Reality mobile app, Website development, Social Media. PR and digital media advertising.

Objectives

• Positioning Multitap™ as the perfect kitchen mixer tap
• Get buy in from Retailers to range product- keep high end
• Market products key features –  Child lock, safe and easy to use, engineering of whole system far superior to competitors in market, smaller tanks and more energy efficient
• Beautifully crafted by a long line of Italian tap manufactures, Italian made with Australian water mark compliant,
• Modern and contemporary design to integrate with any kitchen

 

Key Challenges

• Limited time
• No retailer had committed to taking on the product
• Limited resources
• Insinkerator the parent brand had a poor consumer engagement

Launch

On the 29th November 2017 we were delighted to launch Multitap and celebrate all things Italian. The night celebrated all things Italian from Italian Architecture, History, Italian Icons, through to Music, Food, and Wine. Our guests indulging in all the things we love of Italian style, brands and products. The Multitap is a modern masterpiece brining design, form and function together in such a way its unmistakably Italian. The night was perfectly accompanied by our brand ambassador and Italian Celebrity Chef Guy Grossi and his delicious spread of food and stunning Italian wines to match. To learn more about Multitap™ please visit: multitap.com.au/

Results

All targeted retailers took on Multitap on Launch night!

Out grew all competitors on social media platforms, creating engaging content which saw increase month on month following across all channels including;

• Facebook
• Instagram
• Pinterest
• Youtube

Solutions

• Crafted a fit for purpose and SEO friendly WordPress Website complete with News blog,
• Full social and website management including content marketing, crafting engaging monthly articles and blogs – Featuring Guy Grossi recipes and interior styling
• We developed the full brand tone of voice, brand assets, video and Guy Grossi. Tapping into the Italian herritage we utilised all associated brands for the launch and included key messages, dark sexy black and vibrant orange colours to enhance the appearance
• We developed all content for a premium digital presence
• Augmented Reality mobile application
• User tested and ongoing management of content and structure to ensure website was supporting retailers and guiding users to retail sites to purchase products
• Incorporated social media and contact areas easy to navigate
• Developed a user-friendly and intuitive for ongoing management
• Implemented Google Analytics and heat mapping tools to observe user behaviour and top performing pages
• Supported retailers by creating a dedicated retail link page with key contact details for each retailer
• Ability to easily update blog content and connect to Social Media Facebook, Instagram and Pinterest