Chervon, a global manufacturer of private label lawn & garden equipment, selected Hoffman York to create a new brand of lawn & garden products that would revolutionize the cordless market in the United States.
Create a new brand of cordless outdoor power equipment designed with real users in mind.
Consumer research: the brand positioning strategy needed to resonate with real users. So, we conducted consumer research to understand the audience’s perception of electric vs. gas mowers.
Product creation & launch: We created a go-to-market plan for the new product. We were there every step of the way, from product and packaging design to research, to the shelf.
Increased sales: In the first year, EGO saw millions in sales. In the second year, we secured a 3-year contract in The Home Depot, launching in nearly 2,000 stores.
The EGO launch was so successful that in the second year The Home Depot rewarded Chervon with an extension of the initial 3-year deal. As a newcomer to the category, EGO quickly became the category leader in cordless mowers in the US and Canada.
first-year mower sales
Home Depot contract
HY needed to understand what people liked and disliked about mowing the lawn, so we conducted in-depth customer research to uncover those motivators. We found that people believed gas mowers had more power (despite not always being true) but hated the maintenance chores and mess of gas engines.
BRAND POSITIONING STRATEGY
The research insights led to a powerful new positioning and brand concept that connected with consumers. This insight became our singular brand focus: Power Beyond Belief.
HY was instrumental in helping Chervon price the product, fine-tune some of the product design finishes, name the product line, create the brand standards and logo, and design packaging and point-of-sale.
HY designed EGO’s digital strategy, including UX/UI, creative direction, and development for egopowerplus.com. The complete digital ecosystem embraced demand generation, promotions, product warranty registration, and CRM. Prior to EGO’s deal with The Home Depot, the site also included e-commerce.
ADVERTISING AND PRODUCT LAUNCH
With retail distribution secured, Hoffman York was assigned all brand launch advertising, creation of the EGO brand website, SEO/SEM strategies, digital display, and coordination of all launch communication between Chervon and The Home Depot.