Influencers Drive Awareness and Consideration Among New Consumer Segments

Results

11M

impressions

716K

video views

46K

engagements

369

brand assets

ZEP sought Brunner's help to shift from B2B to B2C marketing and boost consumer awareness.

Situation

ZEP has been developing the strongest cleaning products for professional cleaners for over 80 years. However, awareness of the brand has been nearly non-existent in the consumer segment. ZEP asked Brunner to help redefine the brand and create a groundswell backed by consumer and professional advocates, completely transforming marketing activities from B2B to B2C. 

Brunner showcased ZEP's product effectiveness through real-life demonstrations by micro-influencers across various fields, amplifying the content with paid media to maximize reach.

Strategy

To amplify the brand’s consumer messaging, Brunner put pros to the test to showcase ZEP’s product portfolio and efficacy across a range of use cases. The team leveraged micro-influencers across a wide array of categories including landscapers, home remodelers, Airbnb hosts, and chefs to show real-life demonstrations of the effectiveness of the brand and its unique product formulations. Once the content was created and published, Brunner amplified the deliverables with paid media support across the influencers’ channels to maximize reach.

Campaign content included:

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