When Britex approached us with their vision for a new product that would bridge the gap between their professional-grade 3in1 Hire Machine and accessible Everyday Range of cleaning products, we knew we had something special on our hands. The Spot Buddy represented more than just another product launch; it was the perfect middle ground that customers had been asking for.

Building the Foundation

The Faith Agency took ownership of the entire launch ecosystem. We didn’t just create ads and call it a day – we built the complete digital foundation from the ground up. This included developing creative concepts that would resonate across social media and paid advertising channels, while simultaneously crafting the digital home for the product through dedicated landing pages and product pages on the Britex website.

Our approach was holistic. Every touchpoint needed to tell the same story and guide customers seamlessly from awareness to purchase.

The Strategic Launch

We structured the initial media plan to leverage Britex’s existing advertising budget, deploying campaigns across Google Shopping, Display, and Meta platforms. This wasn’t about reinventing the wheel – it was about smartly integrating the new product into proven channels that were already delivering results.

The numbers spoke for themselves. Within the first fortnight, we generated more than a dozen sales – impressive for any new product launch, but particularly satisfying given the competitive cleaning products market.

Adapting for Sustained Success

Here’s where things got interesting. After that initial surge of excitement and sales, we hit a familiar challenge – maintaining momentum. Rather than panic or throw more budget at the same creative, we took a strategic pause and analysed what was working and what wasn’t.

The solution was creative diversification. We developed two distinct creative approaches: problem-solution messaging that highlighted pain points and positioned the Spot Buddy as the answer, and specific use-case scenarios that helped customers visualise exactly how and where they’d use the product.

This strategic pivot worked. Sales figures consolidated into a consistent, predictable stream – exactly what you want for long-term product success.

The Numbers That Matter

Our first month performance metrics tell a compelling story:

• CPM: $0.12 (exceptionally low cost to reach target audiences)
• CPC: $2.20 (strong engagement at reasonable cost)
• CTR: 5.43% (well above industry benchmarks)
• ROAS: 2.58 (solid foundation with room for optimisation)

While that initial ROAS of 2.58 might seem modest, we’re confident it will improve as Google’s machine learning algorithms continue to understand user behaviour patterns and optimise delivery.

What Made This Work

The Britex Spot Buddy launch succeeded because we treated it as more than just a product launch. We built a complete ecosystem that supported the customer journey from first impression to final purchase.

Key factors in our success included:

• Strategic positioning that clearly defined the product’s place in the market
• Integrated approach across all digital touchpoints
• Data-driven optimisation that responded to real performance metrics
• Creative agility that adapted messaging based on market response

The Britex Spot Buddy launch demonstrates that successful product introductions require more than great products – they need strategic thinking, creative execution, and the flexibility to adapt when the market responds.

Ready to launch your next product with the same strategic approach? Get in touch with The Faith Agency to discuss how we can build your complete launch ecosystem.

The post From Concept to Conversion: The Britex Spot Buddy Launch appeared first on The Faith Agency | Full Service Marketing Agency in Melbourne.

For Britex Carpet Care, we organise one major photoshoot each year. In 2022, we launched their “Job Done Right. Job Done Britex” campaign highlighting their 3in1 Deep Cleaning Machine offer with a comprehensive shoot across three groups of actors all engaging with the machine. In 2023, we worked with Chantel Mila (@mama_mila_au) to champion their Everyday Range of cleaning products. For 2024 though, we needed to go back to the 3in1 Deep Cleaning Machine.

We set out to reproduce similar set-ups from 2022’s shoot, only with slight twist. The family would remain the same, but our roommates would be two women and our solo renter male. Otherwise, the problem-solution outputs would be exactly the same: identifying the problem, providing a solution and marvelling at the successful outcome. Critically, the key difference between the two shoots would be that everything would be shot on video, with stills pulled directly from the footage (whereas the previous shoot included only one scenario on video, and separate photography).

Given the planning that took place, we were confident that the approach would deliver a critical amount of good content for us to use on social media, cutting together different reels and image carousels to fill out the next 12 months of content. However, as we commenced with the pre-production of the video shoot, we identified the importance of shooting a set script across each of our three scenarios. While the initial idea wasn’t to produce a 30-sec advertisement, ultimately it became obvious that we could accomplish this feat.

We worked closely with key production partner Burninghouse to identify the correct location (in this instance, a large family home in Narre Warren North), and spent a full day filming 6 actors and 2 dogs. The outputs were extraordinary, and the client couldn’t have been happier.

After all assets had been delivered, The Faith Agency commenced work on pulling together the 30-sec TVCs. The three finished outputs tell a mostly visual story with humorous sound effects and a jaunty score underlining the simplicity with which customers can use the 3in1 Deep Cleaning Machine. These videos are running across digital platforms right now, with great response already.

Explore The Faith Agency’s video production capabilities today or get in touch with us to learn more about how we can help your never-ending quest for content.

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To address this, Britex launched a comprehensive customer sentiment research project, encouraging users to share their genuine feedback. Once reviews were received, they identified the negative ones and reached out directly to resolve any issues.

The Faith Agency was brought on board as their website developers and managers to help implement a new online review platform for the Britex website. By leveraging leading software provider Bazaarvoice, reviews left on the Britex website would sync across to the Bunnings website, and vice versa.

Bazaarvoice’s platform integrates seamlessly with existing systems but required significant development expertise—something our digital team excels at. Whenever issues were identified, whether by Bazaarvoice or Britex, our team was quick to resolve them.

Typically, implementing a review platform takes up to four months, but we completed it from conception to go-live in just four weeks. This swift execution is a testament to Britex’s management and The Faith Agency’s dedication and proactive web development skills.

And the results? Over 200 new reviews were received in a single weekend thanks to the latest customer sentiment survey. With ongoing efforts across organic social media, creative campaigns, and potential integration into our eDM and SMS strategies, we anticipate even more growth in review numbers.

For more information about our web development capabilities, from implementing off-the-shelf solutions to custom app development, contact our team today.

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Working with Britex on their recent forays into influencer marketing, we first started with talent identification. While everyone wants to work with huge influencers with many millions of followers, the reality is that budgets can only take us so far. The challenge then is to prioritise parties that would maximise “bang-for-buck”. The realm of micro influencers, or those with less than 100,000 followers, is rich with supremely talented creators that have identified a key niche that works extremely well for them. With Britex, we chose to work with one large influencer (Chantel Mila), several medium sized influencers and a rotating group of micro influencers.

The next step, having selected the influencers, is to brief them accordingly. A client like Britex has multiple products to promote across different audiences, and working within a six-month calendar, we were able to map out these priorities across time to ensure a good balance of coverage and reasonable spacing between posting (remember, we don’t want to inundate the influencers’ audiences with our content). Once this has been outlined, we communicate with the content creators accordingly. Some may have talent management, others may work without; however, the process remains the same. Communicating key selling points of the products to be worked with, along with critical information such as pages to tag, creative elements to avoid and timeframes help to clear up any confusion from the creators.

Having set this all out for the influencers, we give them a fairly open brief to produce the content that would work best for their page. While some brands do prefer a firmer grip on the outcomes, the reality is that we want the content to feel appropriate for what the creator is doing (you can always tell when they are forced to say something). The influencers outline their timeframes and then we simply wait. Getting the finished product back is always exciting, and very rarely will our clients ever have any issues (certainly not Britex). Once this is done, we finalise post copy with the influencer, set up post time and let it go out into the world.

After a week, we typically revert back to identify the performance of the individual post, looking at key metrics such as reach and engagement, but also work closely with Britex to understand if there has been any identifiable movement in terms of sales of the products being featured. Across the campaign of working with influencers up to this point (almost 9 months for Britex), we’ve seen significant improvements in key sales metrics and website visits, suggesting that the approach is working.

If you’re interested in learning more about how we approach social media management or paid social media marketing, reach out to us today to organise a chat!

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The range, initially labelled the “Specialty Range”, combined a slew of products including sprays and wipes for simple stains, grout and tile cleaners, urine removers and even air fresheners. The first priority was to simplify the name of the range for the end consumer benefit. Hence, the “Everyday Range” was born. Very much identifying the usage of these products for consumers (that being, for everyday spills and stains), the range had new packaging developed by Britex and reinforced stocking throughout retailers.

We initially launched the campaign utilising a tagline, “For Everyday Uh-Ohs”, having a little bit of fun at life’s silly messes. This utilised a quickly edited video combining existing assets and new stock imagery to present each spill in a humour approach with a simple solution.

While this performed well, the brand wanted to ramp up their activity, both in terms of media buy but also in terms of impact. They turned to Instagram influencer, Chantel Mila (aka @mama_mila_au) to act as an ambassador for the products. Due to Chantel’s existing arrangements with Bunnings, this was seen as a good partnership for Britex, one that could be leveraged through a series of posts created by Chantel as well as a photoshoot and campaign creative suite that was driven by Faith.

While the campaign has only been live for a few months, the results have been terrific with engagement delivered by our campaign scoring Britex huge sales results and positive feedback from key stakeholders internally and externally. We’ll bring the campaign back in April with continued posting from Chantel in the meantime.

We look forward to extended the collaboration between Britex and Chantel Mila well into the future!

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The Concept: “For Everyday Uh-Ohs”

We breathed new life into the cleaning experience by simplifying it down to individual moments that demand simple fixes. The creative concept revolves around addressing everyday cleaning challenges – be it spots and stains, messes on tile and grout, or even unpleasant odours. “For Everyday Uh-Ohs” captures the essence of tackling these common issues with Britex’s highly effective everyday cleaning products.

To bring this concept to life, we collaborated with the talented photographer Greg Elms. The team orchestrated a comprehensive photoshoot featuring an entire family navigating various cleaning scenarios (even enlisting the help of their 12-week old puppy, Reuben. The diverse setups captured during the shoot provide a wealth of content variety, ensuring the campaign remains relevant and engaging for years to come.

Content Variety for Future Leverage

The decision to shoot a range of setups not only showcased the versatility of Britex’s Everyday range but also provided a strategic advantage. The abundance of content now allows us to tailor their Britex’s future marketing efforts, ensuring the campaign remains dynamic and adaptable over time.

It was fantastic to work on a project of this nature (as always), highlighting the pleasure in creating content that resonates with the everyday consumer. By focusing on relatable moments, they aim to make the cleaning experience more accessible and enjoyable for households across Australia.

What’s Next?

As a teaser for what’s to come, the next evolution of the “Everyday Uh-Ohs” campaign will feature none other than Instagram sensation Chantel Mila, widely known as @Mama_Mila_AU. This collaboration promises to add an exciting twist to the campaign, leveraging Chantel Mila’s influence to further connect with a broader audience.

With “Everyday Uh-Ohs,” we’ve has not only elevated Britex’s Everyday range but has also created a campaign that speaks directly to the heart of everyday cleaning challenges. Stay tuned for the next chapter of this innovative campaign, as Faith and Britex collectively continue to redefine the narrative of household cleaning. Job done right. Job done Britex.

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