Kärcher to the final of Aller Best 2017

To reach the target group, content was a key product and Aller became a natural partner. Requirements were set, including that video should be produced, that it should be distributed at certain times and that data should be collected from the content pages. Jannikke Holtlund, KAM at Aller, took the challenge in stride and was given the job of producing eight films and articles on tips for using Kärcher's products.

Strong as a total supplier of production and distribution

- Kärcher wanted to increase awareness of their products, and not least their wide range. The combination with Din Side and video content was a perfect fit. As a sub-goal, Kärcher/Maxus wanted to see if this could contribute to increased sales in the online store during the campaign period. In collaboration with Redink, we delivered both production and distribution," says Holtlund.

A detailed analysis by Aller's insights department revealed that all the stories had a long reading time, that few readers dropped out along the way and, not least, that many hours of video content were consumed.

A successful collaboration

After the first half of the campaign, Kärcher has seen a sharp increase in both visits and sales in the online store. They experienced a growth of 30% during the campaign period and sales increased by 40% compared to the same period last year.

- Thanks to the content collaboration, Kärcher has sold several products they have never before sold in the online store, and has requests from retailers who want to carry the additional products shown in the videos. The content has also been picked up by Kärcher's international partners, and Amazon has requested to use one of the videos," says Didrik Rasmussen, Client Account Manager at Maxus.

Read more about Aller Best 2017 here

- We worked closely with Aller Media throughout the case and have to give a big thumbs up to the entire Aller team for the execution of the first part of this collaboration. The delivery offers high quality and Aller is perceived as very cooperative and perhaps most importantly, a lot of good analytical work is done. This makes it easy for both us and the customer to say that this collaboration was a great success," concludes Rasmussen.

The winner of Aller Best 2017 will be announced at a party and awards ceremony in February 2018 - and the prize is a trip to CANNES LIONS 2018. The deadline for submitting cases to Aller Best 2017 for the third quarter is Friday, October 13, 2017.

Watch one of the commercials in the final case for Kärcher here: