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.
- Many in-booth conversations at Equip Expo 2023 were sparked by seeing and hearing about Kress on influencers’ social channels.
