Kress: Driving Demand Through Influencer Partnerships
CLIENT GOALS
Kress, well-known in Europe for top-tier outdoor power equipment, entered the North American market by introducing a new line of innovative, commercial-grade outdoor power equipment and autonomous robotic mowers. The brand introduction was done at the Equip Expo in 2022. Kress wanted to position the brand as a game-changer and category leader.
Objectives
Raise brand awareness in the North American market (U.S. and Canada). Educate consumers about the new technology. Garner user-generated content (UGC). Boost interest at local dealerships across North America.
TACTICS
JDPR developed a six-month influencer and content partnership plan in the U.S. and Canada. JDPR coordinated product seeding and content fee payments for 10 influencer partners across North America. Partnerships were segmented based on influencers’ audience(s) including homeowners, commercial lawn care and landscape professionals and robotics enthusiasts. JDPR worked with the influencers throughout the campaign to coordinate interviews as well as help monitor comments and questions, providing insight and background where necessary.
THE IMPACT
In a six-month timeframe, Kress earned more than 135 influencer clips (social posts, videos, blogs, podcasts) for a 338% ROI. Kress gained UGC to bolster their marketing and content on their owned channels. Additional content creators, landscapers and influencers reached out to Kress directly for more information on the products.
