Duracell

Duracell Company, after years leading the battery industry and a whole lot of research, they identified three specific and strategic goals to keep on growing their performance in the category: innovation, differentiation & simplification. Duracell was looking to keep the drumbeat going, to keep being the top of mind brand in the target consumer, so they launched a new product in the global market, the new Duracell Optimum, the third generation of Duracell batteries.

Duracell partnered up with TNG Management to build an Influencer Marketing Strategy for their most important seasonality of the year, the last quarter of the year. Duracell aimed to stand out in being the best product, a unique one, a sustainable option and the easiest to use. So we worked on getting a full understanding of the target audience. Considering the high demand from consumers on having batteries that would perform better and last longer, we moved forward to profile a set of diverse buyer personas like: gamers (that need batteries for their console controls), electric device users (that need batteries for their razors, remote controls, toys, etc) and adventure, life & style and travel creators (that need batteries for their content production equipment like cameras and mics).

We helped Duracell to build a content framework and a creator tiering strategy to build awareness and consideration of the product throughout a 6 month period of planning, developing and executing. We move forward in choosing all-star creators to get the message out there, reach as many potential customers as possible and just raise awareness. We also identified niche and specialized creators that would help with highlighting the benefits of the product with a longer and constant communication & storytelling. Finally, we built a content programming framework to build hype on key seasonalities like Black Friday and End of Year Holidays.

Results were outstanding, so much that we built a success case presentation of the region in partnership with their media agencies.
https://www.tiktok.com/@dgocardenas/video/7012686485791018245?is_from_webapp=1&sender_device=pc&web_id=7078342763163911685