Leitz Trusens UK Launch Support

BACKGROUND

ACCO Brands is one of the world's top office product suppliers, with a large portfolio of well-known and much-loved brands including Leitz, Rexel, Kensington, and Nobo.

As part of our team's ongoing working relationship with ACCO, our support was enlisted for helping strategize and execute the launch the latest product innovation from their Leitz brand. The Leitz TruSens range offers indoor air purification solutions suited to both the home, office, and educational environments. The ACCO team needed our help in position and launching the range for various key audience segments.

HOW I HELPED

Our key objectives for this campaign were to raise brand and product awareness of the Leitz TruSens range, helping Leitz TruSens to be recognized as a credible producer of air purifiers and firmly part of the UK consumer consideration when making a purchase. We also aimed to increase listings with retailers and air purification specialists in the UK and secure third-party coverage with trusted consumer press and influencers while maximizing owned channels.

We collaborated closely with ACCO's key internal stakeholders to determine who the TruSens' audiences might be. We identified three key verticals: home workers, allergy sufferers, and educators (teachers and administrators).

Our team then structured a go-to-market strategy and launch plan that leveraged both content and product marketing tactics. A sample version of our original campaign plan can be found here.

Overall, we were able to help the ACCO team reach their objectives and grow the TruSens brand here in the UK. Some of the campaign wins include a successful partnership with a well-known allergy-focused influencer and earning national coverage in The Sun wherein the purifier received excellent reviews.