‘The Dirty Truth’ campaign propelled awareness for a new LED light technology with consumers and consumer brands
SHIFT launched Vital Vio, building awareness for the brand and for disinfection LED lights as a household consumer product category through earned media and content creation.
We designed the ‘The Dirty Truth’, a consumer survey campaign, to spark a conversation about the dangers of poor household cleaning habits and create demand. The narrative resonated, driving over 100 pieces of coverage. Social advertising was used to amplify reach and engagement of the campaign, with paid promotion of a secured Forbes article. We also supported Vital Vio’s Account Based Marketing strategy, using the survey to secure targeted travel, commercial/hospitality and healthcare trade coverage, which helped the company reach key prospects and grow existing partnerships.
In addition to widespread top-tier coverage, we secured 16 standalone product reviews and over 3,000 social shares and nearly 400 website referrals in a one quarter. The paid promotion generated an additional 1,248 engagements, over 200 web sessions and 198 new users to Vital Vio’s site.
shoutout on Delta Airlines panel