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Case Study 10: Re-Launch Shark Cordless Hand Vac

Objective
To re-launch the Shark Cordless Hand Vac to mainstream media by differentiating it from competing products while also establishing Shark Euro-Pro as the market leader.

Challenge
The product had been on the market for several years.

Solution
Alpaytac focused on the key differentiator of the product, the patented motorized brush attachment, and leveraged its ability to pick up pet hair, making it a must-have for pet owners. The outreach included one-on-one work with top national media resulting in high accolades from key publications such as Consumers Digest, which praised the product’s power and design while awarding it the “Best Buy” seal and WIRED magazine, which named it as an “Editor’s Pick” in its Test Issue. Additional top-tier media placements included a major feature in the Wall Street Journal, in which the Shark Cordless Hand Vac was rated as the number one pick. This article featured an unmatched large color image of the product as well.  The PR program further established Shark Euro-Pro’s position as the leading manufacturer of hand vacuums with motorized brushes, emphasizing the superior pet hair pick-up enabled by this technology.

Services
Strategic Public Relations
Integrated Strategic
Marketing Programs
Creative Consultation
Trade Show Representation
Marketing Communications Development