Client: Kärcher
Karcher faced the challenge of being largely unknown in the indoor cleaning market, with a strong reputation only in outdoor power washers. The insight revealed a "Procrastinator" audience—consumers who recognise the need to clean but often delay. Our strategy, "Clean the Moment," targeted these individuals by placing Karcher in emotionally and contextually messy scenarios to inspire action. Publicis' Intent-Based Planning and Publicis ID allowed for precise targeting by identifying these messy moments through cleaning triggers, which enabled Karcher to nudge consumers at their most receptive times. As a result, sales of Karcher's indoor products nearly doubled market share, showcasing the power of data-driven marketing.
