When COVID-19 emerged there was real concern in the hot tub and pool industry about the commercial impact it may have. There was a need to position hot tubs and pools as the must have of the summer, and ultimately drive consumers to invest in a high value purchase in a time of financial uncertainty
We analysed all the insight on consumer response to COVID-19 in real time and used the introduction of holiday quarantines to position hot tubs and pools as the alternative. We urged consumers to fill the void by going on an everydaycation and holiday at home, a campaign that captured the consumer mood and stimulated national conversation around hot tubs and pools generating share of voice for PIP.
PIP members reported a 15% increase in sales across the board with google searches for hot tubs increasing by 1000% in the campaign period. 50,000 visits were driven to the campaign microsite with a 50% increase in engagement on social platforms.