Ongoing communication to build iRobot’s profile
Progress Communications and iRobot have been very successful in building the brand’s and the robotics category’s position in the Benelux for over 12 years.
A combination of review management, executive interviews, media events, and influencer collaborations has resulted in successfully positioning iRobot as the best robot vacuum and mop selections for cleaning. Focusing on tech and consumer & lifestyle media as well as general media and influencers has proved ideal to realize an authentic and credible profile. Examples include a great review in national dailies such as Het Nieuwsblad, Gazet Van Antwerpen, Het Belang van Limburg and in De Volkskrant and De Telegraaf.
Approach
As the robot vacuum and mob cleaners robot are especially useful for pet owners, we set up collaborations with influencers with pets and dog magazines around the international animal day which were also boosted on social channels.
Results
In 2021 Progress achieved a Share of Voice in the media of 57% for iRobot and a stunning 79% in 2022, the result of almost 600 unique pieces of coverage in 2022.