TruSens: Strategy, Media and Creative Relaunch

Problem: TruSens is an air purifier in a crowded market. It has superb technology and eye catching design, but prior to Bray & Co’s involvement had been struggling to gain traction in the market.

Our Strategic Insight: The problem wasn’t with the product, the problem was it being positioned as a technology rather than a wellness product - the vernacular of technology wasn’t resonating with the audience, it needed to operate through a set of wellness cues.

Creative Solution: Bray & Co deliberately created campaigns that avoided product features on screen, instead we created a feeling, appropriate for repositioning within the wellness sector. Their competitors meanwhile were focused solely on technology.

A video first approach made the most sense in this case, together with seasonal imagery. However, we focused the campaign around lifestyle moments, showing how a TruSens complements desired lifestyle outcomes. In addition, we coined the phrase “It’s Sneeze Season” to establish further differentation within the category.

Media Solution: Our Storybuilding was highly dependent on seasonal and unseasonal “events,” whether it be allergy season, wildfires or other air quality issues, and of course COVID. We utilized 3rd party data to ensure media was targeted based on local air conditions, and were quick to react to change both creative and media placements during wildfires in particular. Media utilized included Search, YouTube, Programmatic Media, Connected TV, Facebook, Amazon Paid and Instagram.

Results: Sales of the product boomed. The reality is that COVID created a perfect storm for TruSens, however the wellness positioning continues to resonate, and the TruSens brand is now one that can release other new products that are wellness related, such is the strength of the new positioning.