iRobot: social media strategy and communications

We based the concept on product features and audience preferences. For people with limited time for cleaning, we showed other ways to spend time while the robot worked. For pet owners, we created content about removing pet hair and invited them to share photographs of their animals.

We presented technology enthusiasts with information about product features, while using humour and gaming references for younger audiences. Posts also answered questions about product selection and how the app works.

We prepared a minimalist key visual highlighting products and their features. We combined product and lifestyle content with interactive formats, including polls, guessing games and word searches.

The scope included paid campaigns on Facebook, Instagram and TikTok, and customer service procedures for these channels. Product communications were connected with answering questions and building audience relationships.

In the competition “Let Roomba clean while you…”, we invited participants to record a creative video. We then used the user-generated material in communications, including Instagram Stories.

The competition post received 263 comments and more than 1,000 reactions. It was shared 110 times and reached 477,056 users. These figures relate to this specific activation.

The Facebook and Instagram activity report for January–December 2023 recorded a reach of 2,952,187, with 10,005,689 impressions and 706,268 interactions.

The competition and regular posts played different roles within the same communication concept. We presented product features through everyday situations and incorporated community questions and contributions into brand content.