The 22 Days of WOMMfest continues with the Gold WOMMY winner in the momentum category. Let’s see how BISSELL swept the competition.
The Problem: In the 2000's, sweeper sales significantly declined, but BISSELL CEO Mark Bissell could not let his grandfather’s product die. WOMMA Members BISSELL and Fizz had to responsibly kick-start a seemingly obsolete, flat lined product with almost no budget and a lot of internal pressure. Their target audience was moms who, as a group, who are both media saturated and extremely busy.
Children loved to sweep with the BISSELL sweeper. At the LEGO KidsFest, children were lining up to sweep! During Christmas, children cried when it was time to visit Santa; not because they were afraid, but because they had to stop sweeping. That is almost miraculous. What was fascinating was the number of in-depth conversations generated because moms followed their children. Many parents took pictures and videos of their children sweeping, and then sending it to friends and relatives. That's hundreds of photos being shared with the BISSELL sweeper front and center.