When Fellowes, the leading maker of premium paper shredders, started gaining market share with its lineup of jam-stopping shredders, competitors tried to fight back by copying everything they could, from the colors on the packaging to the product.
Fellowes needed an idea that could:
- Fend off the competition by differentiating the brand on performance (jam-proofing, reliability, safety)
- Boost awareness and preference among primary target audiences (SOHO, mid-market and corporate business users and influencers, including office managers and CFOs
- Help drive traffic to its big office-supply resellers
Our :30 second television spot and its larger integrated campaign prominently feature the one thing the competition can't copy: the iconic bulldog mascot that represents the toughness and reliability of Fellowes products. As the visual hook, the bulldog helps set up messages that emphasize core performance advantages of its full lineup of tough, reliable jam-preventing shredders.
Running on cable networks favored by business audiences throughout the U.S. as well as some European markets, the commercial was also repurposed as a 15-second pre-roll video, accompanied by online ad units, on select Internet news sites including CNN.com and MSNBC.com.
The spot expanded the breadth of Fellowes' integrated marketing communication plan to reach even more potential business buyers as it drives general brand awareness and generates more business for its major retailers. And the metrics show that the effort is making tangible progress. In its first seven weeks, the TV spot and the larger integrated campaign were responsible for boosting visits to the Fellowes site by more than 13%—that's about 160,000 highly interested shredder shoppers.