According to Morphy Richards, the recent Tea and Toast campaign for its Illuma range was a huge success. The company’s first online marketing campaign helped to raise awareness and boost sales for the small appliance brand.
According to Anita Brodian, marketing coordinator at Morphy Richards, the online campaign helped increase sales across its Illuma range. Brodian said that the Illuma Kettle is now one of the best selling lines in the Morphy Richards range.
“As our first foray into social media, it was great to see the online campaign and competitions have a direct impact with our retail channel. We have been able to expand our retail line as a result of this campaign and reach out to customers in a new space,” she said.
The ‘Who In Australia Would You Like To Have Tea And Toast With?’ campaign was created to help drive awareness and sales for its new Illuma toaster and kettle. The campaign was supported with a dedicated microsite, online competition and social media (Twitter and Facebook).
The social media aspect of the campaign was designed to encourage the Morphy Richards community to spread the word about the new toaster and kettle range. Brodian said the campaign received over 5,000 Facebook fans.
“The idea of the campaign was to drive awareness and build upon our leading reputation in small home appliances in Australia,” she said.
“As a result of the success of the Illuma campaign, which hit all our targets and objectives, Morphy Richards will continue to engage with the online community and keep them connected with the brand, new products, competitions and extras like recipes, tips and tricks.”