A household name, new to selling direct
Bissell has made floor cleaners for more than 140 years and turns over more than $800M a year. In the UK it was building up its own online shop, and Meta was a new channel for it. Some of its machines cost £300 or more, so people needed a good reason to buy online.
We planned Meta around the TV adverts
Bissell was already running TV adverts. We planned Meta spend week by week against the TV schedule, product by product. TV built awareness and interest. Facebook and Instagram ads followed up with the same products and pushed the offers running at the time, so people could act on what they had seen.
TV adverts, re-cut for phones
We took Bissell’s own video and edited it for social: a quick hook, the main selling points, real people, answers to common doubts and a clear call to action. The ProHeat 2X ad opened on a puppy and a pet accident on the carpet. The SpotClean Pro ad spilled coffee and red wine, then showed the stains coming off.
New buyers and past visitors, kept apart
We ran separate campaigns for new buyers and for people who had already visited or bought, each with its own goal and budget. Campaigns for new buyers were split by product, such as the CrossWave, ICON and ProHeat. Retargeting and campaigns for past customers then brought people back to buy. We worked alongside Bissell’s other agencies and advised on how to credit sales across channels.
Why it worked
People already knew Bissell from TV, so the Meta ads could focus on getting them to buy. Planning spend against the TV schedule put the same products and live offers in front of people soon after they had seen them. The re-cut ads answered common doubts about machines costing £300 or more, and separate retargeting brought back people who had already visited.
The result
Before the ads, Bissell’s online sales were about £5k a day. With the ads running, they averaged £17k a day: about £510k a month, up from about £150k. Meta’s own report shows £70k of ads brought in £352k of sales: £5 for every £1 spent.
When the ads were off for a week, sales fell to about £10k a day. When they came back on, Bissell had its three highest sales days ever.
