CLIENT:
ECOFLOW
Introduction
The darling of the crowds
The company EcoFlow has been disrupting Kickstarter since 2017. For example, last year's campaign focused on the DELTA PRO product, raised a million dollars in the first ten minutes and after two months ended with a total of 12,179,651 USD. It therefore became the undisputed most successful crowdfunding campaign of 2021 and the sixth most successful campaign of all time.
It’s no surprise. In recent years, living off-grid has become increasingly appealing to more and more people. At the same time, our dependence on electrical devices is growing. EcoFlow battery stations are an ideal solution in such situations!
PROBLEM
Why don't the Czechs want him?
Despite the global hype, the acceptance of EcoFlow in the Czech Republic was initially lukewarm. The Czech market is specific, and the initial reluctance was mainly caused by targeting that mirrored foreign markets. In other countries, DIY enthusiasts are people who acquire quality tools and use them to create. Czechs go further and ideally 'create' their own tools as well. Most comments therefore came from low-voltage enthusiasts, who 'with a car battery, five nails, and the remaining cable, will make the same thing.' With patient and fact-based community management, we managed to convince most DIY enthusiasts of the superiority of EcoFlow, but the positive reflection of our efforts in sales was not satisfactory.
HOW DID WE SOLVE THAT?
A crow sits next to a crow
After the first weeks of collaboration, we decided that this path is not the way forward. We asked ourselves the question of who EcoFlow is useful for under our conditions. We found the answer closer than we expected. Our customers are photographers, small production companies, and mainly creative people who enjoy escaping to the countryside. The same kind of people that we are.
Therefore, we started creating content that would be relevant for new groups and we ourselves began using EcoFlow in our shoots, taking it to cabins or camping. Not only has it made our lives incredibly easier 😊 but we also created authentic content and demonstrated the use of battery stations in real situations.
Another way to give the product credibility and increase awareness about it was by involving influencers. We did not blindly follow the path of follower count, but focused on creators whose content genuinely helps their followers navigate the world of technology, or gives interesting tips on how to develop their own activities.
RESULTS
A turnaround for the better
The new approach, content, and newly set targeting did not take long to show results. In discussions, positive reactions began to increase and the overall perception of the brand improved and awareness of it. But most importantly, it positively reflected on the sales themselves.
