Tineco is a designer and manufacturer of consumer vacuums, floor cleaners and other CE products that make home appliances helpful, smarter and easier to use. Featuring outstanding industrial design, Tineco products are the perfect combination of aesthetics and pragmatism.
Client: Tineco
Industry: Tech, consumer electronics, lifestyle
Agency Role: Strategic Digital Marketing (AOR)
Location: USA and Canada
Campaign Duration: 12 months
Category: Facebook, Instagram & Programmatic (DV360)
Build brand awareness of a new brand, launching new product lines, in a highly competitive category – vacuums and floor cleaners.
Following a successful brand launch in Canada, Tineco expanded its scope of work with Swerve to include leading its digital marketing in Canada and the US to continue to build its brand awareness with consumers and drive sales at retail. Swerve is Canada’s top family marketing agency, having effectively managed marketing for renowned brands like FujiFilm, Razer, Mattel, and of course, Tineco.
Both markets continued to be dominated by well-known brands like Dyson, Hoover, and Shark, and with a crowded digital media landscape, Tineco had to develop a compelling digital campaign to attract consumer interest while keeping digital marketing budgets in check.
Swerve’s mission was to enhance Tineco’s brand visibility by standing out amidst the competition with captivating content and digital marketing approaches. It was crucial to guarantee that the media selection and targeting tactics reached the right consumer groups accurately. The goal was to devise digital strategies to reach the right audience, build genuine relationships, and establish lasting impacts, all while staying true to the client’s distinct brand essence and objectives.
Goal 1. Drive significant consumer awareness across Canada and the US.
Goal 2. Generate retailer website traffic cost-effectively.
Goal 3. Build brand visibility through programmatic awareness campaigns.
Goal 4. Position Tineco as a leading growth brand in the category.
Swerve executed a two-pronged digital strategy designed to balance immediate sales growth with long-term brand awareness:
Meta Campaigns (70% of budget):
Focused on traffic generation to retailer websites.
Targeted custom audience segments to maximize conversions.
Delivered cost-efficient performance with a strong CPC and CTR.
Programmatic Campaigns (30% of budget):
Built broad brand awareness via DV360.
Optimized ad placements using data-driven insights to increase visibility.
Ensured long-term recognition with high viewability and strong CPM efficiency.
Creative was anchored by the tagline: “What’s in your Tank?”
Millennials & Gen Zs: Trend-driven consumers who value the aspirational “cool” factor and are eager to adopt and share innovative products.
Multi-taskers: Busy heads of household with families and pets seeking convenient home solutions.
Baby Boomers: Hosting children and grandchildren, seeking tools to simplify cleaning so they can focus on creating memorable moments.
A third of Baby Boomers use YouTube for product and service information, often for entertainment or highlights.
Breaking information into smaller, digestible pieces helps reduce consumer overwhelm with technology-driven products.
Social platforms can effectively reach tech-savvy Millennials during early research stages, influencing purchase intent.
Consumer concerns about mistakes or complex terminology can be mitigated through clear, relatable, and humanized messaging.
Swerve’s integrated digital strategy delivered outstanding performance:
Meta Campaigns (Traffic Generation):
9,000,000 impressions, 5,000,000 reach.
154,000 link clicks.
CPC maintained under $0.28.
CTR of 2.78%.
Programmatic Campaigns (Awareness):
100,000,000 impressions in just 5 months.
$0.60 average CPM.
96.4% viewable impressions.
19.24 seconds average viewable time.
Brand Growth:
Circana named Tineco the 2nd fastest-growing vacuum brand in Canada in 2024, less than five years after market launch.
By combining Meta-driven traffic campaigns with programmatic awareness efforts, Swerve created a balanced, high-performing strategy for Tineco. This approach not only fueled immediate retail sales but also secured long-term brand recognition across North America. Within one year, Tineco cemented its position as one of the fastest-growing vacuum brands in Canada, demonstrating the power of data-driven creative and strategic media placement.
