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Within the Lonza’s family of consumer goods brands, HTH® Pool Care is an established industry leader in maintaining pools clear and blue for families throughout the country.
Since 1928, HTH® has focused on creating quality, American-made pool care products, with their full lines carried at major retailers, including Wal-Mart and Meijer.
Our team was brought onboard to help increase awareness of the HTH® brand, products and services amongst its key audiences by reaching meaningful impressions in the target market during peak season (May through October). Objectives for the engagement included increasing website traffic by 25 percent during peak season, improving digital coupon redemption rate by 10 percent and lowering its pay-per-click campaign CPC below $3.00.
Our multi-specialized teams are responsible for all research, planning, placement, posting and reporting.
We wanted to position HTH® by highlighting one of their unique characteristics: longevity.
However, instead of focusing on claims of years in business, we took a different, more human approach more likely to resonate with their audiences. We focused on moments shared in the family pool, across multiple generations, recognizing HTH® as a trusted family product when it comes to keeping waters clear and ready for pool activities.
Our creative department developed the Test to Swim campaign which was carried across display banners, rich media expendables, video pre-roll and social media graphics to create a unified, integrated brand message.
HTH® branded Test to Swim™ Stations were introduced at select Wal-Mart and Meijer locations across the United States.
Working within a $395,000 budget to achieve all of the aforementioned objectives, we honed our efforts to strategically utilize client dollars to their fullest potential, leveraging connections with media reps and industry partners to secure added-value opportunities for HTH®.