What do you do when 98% of Americans already own your product?
Inspiring the next generation of home entertainers with engaging social content
Challenge
A product too good to upgrade.
Literally everyone owns Pyrex cookware — even if you don’t remember buying it. It’s well made and lasts forever. Now, the company has introduced their first big product innovation in years — a new line that’s 50% deeper. So how do we get already satisfied folks to upgrade?
Approach
Inspire people to want more.
We targeted modern hosts and entertainers, who spend a lot of time searching for new ideas and sharing amazing dishes. We focused on getting their attention on social with inspirational content, collapsing the path to purchase and making it really easy to buy it now.
An extra helping of happiness.
We presented a wide range of unique meals that showed the advantages of a deeper dish. Shoppable ads were deployed around holidays like Mother’s Day and Thanksgiving, major cultural moments for gift giving and entertaining.
Results
Deeply satisfying results.
The campaign contributed to an 11.6% brand lift, and video engagement on Facebook reached 13%. Pyrex has seen a sharp increase in sales, with over 40% lift across key retailers.
