turn up the heat in the U.S.
challenge
Canada-based Napoleon, an established category leader of quality home comfort products, partnered with us to introduce its high-end grills to the U.S. market. The goal: increase U.S. brand awareness by 5% and get noticed by big-box retailers.
idea: stand out to score fans.
approach
Napoleon’s product features and audience stand out from the crowd, so our campaign stood out from the competition. We positioned Napoleon Grills in highly televised U.S. sporting events and partnered with premium publishers to create a custom video series, online quizzes, influencer partnerships, email and native efforts to catch the attention of affluent grillers.
highpoint
- We identified affluent homeowner grilling enthusiasts as our target audience – and met them where they were with customized branded sponsorships at the sporting events they most care about, such as the MLB Sizzle Zone brought to you by Napoleon and the Napoleon Driven to be Different on Golf Channel.
highpoint
- Along with creating and launching a national TV spot, we negotiated digital ad positions at top-tier sporting events like week-long takeovers on golf sites during Masters week.
highpoint
- We worked with Buzzfeed, Tasty, Golf Digest, and Men’s Journal to create customized videos, articles and quizzes showing the Napoleon Grill lines and unique features.
results
- increased sales +400% in one year
- U.S.-based advertising awareness climbs every year
- U.S. dealer partnerships grown substantially
- secured first test distribution at select Lowe's stores
- largest margin increases in the competitive set for both awareness and preference, with an average 5% awareness growth rate during the grilling season for multiple years, year over year (as measured with a Kantar Brand Impact study)
