The Challenge

BISSELL®, a leading vacuum cleaner and floor care company since 1876, needed authentic consumer opinions about its new product, the BISSELL ProHeat 2X® Revolution® Pet Upright Carpet Cleaner. BISSELL sought third-party pet owners to demo the product and create content highlighting their experience because the brand’s target audience heavily relies on peer opinions and reviews, not brand advertising, when making purchasing decisions. As a result, it was key for the program content to be authentic and come from a source consumers trust.

“Brand advertising can never take the place of real, unbiased opinions, as it’s these opinions are what truly sway consumers to make a purchase decision. We love working with Linqia influencers because they get people interested and talking about our products in a meaningful way.”

BISSELL Associate Manager

The Solution

BISSELL partnered with Linqia to reach pet owners with carpeted homes in the Home & Garden, Parenting, and Lifestyle verticals. BISSELL sent a ProHeat 2X Revolution Pet to 30+ influencers prior to Thanksgiving and the winter holidays to use on real-life pet messes as they readied their homes for seasonal festivities. Each influencer documented their experience using the product with an original blog story and social posts featuring before and after photographs of their carpets that highlighted the dramatic difference. Influencers also encouraged their audiences to visit the ProHeat 2X Revolution Pet’s landing page to learn more about its various benefits.

By the end of the program, the 32 influencers generated 8.9 million potential impressions with 145% more pieces of original photos, blog stories, and social posts than expected. The content genuinely interested audiences as it resulted in an engagement rate of 256% more than projected.

The Results

  • 30+ Linqia influencers generated original content about the BISSELL brand, resulting in 8.9M potential impressions.
  • Influencers created 145% more original content (photos, blog stories, and social posts).
  • The blog stories and social media posts in this program were engaged with by audiences 256% more than projected.