Our first step was to conduct market research to identify which audiences would be interested in the product. As there are many benefits of these units, for this campaign the focus was placed on the major three audience bases, which included time poor parents, the elderly, and tech savvy individuals.
From this, TwentyTwo built creatives for the campaign aligning to the audience’s values. As two of the three audiences have strong family values, the campaign messaging became “Summer of Segway”, allowing people to win a Segway unit to give them more time to spend with their family rather than mowing.
The goal for this campaign was to boost social media engagement through various social media posts and ads. The ad content was focused around family time to appeal to the audience’s values and further encourage engagement.