Leading hot tub manufacturer Jacuzzi is switching from an international marketing strategy to go local in an effort to make a big splash with “stay-at-home” Brits, forced to stick to the Covid restrictions and not stray too far.
The company has turned to data-powered integrated agency Jaywing to run its UK SEO and digital PR.
Jaywing’s team of data science, technology and digital marketing experts will work closely with Jacuzzi to flag up the company’s rich heritage, as well as help to distinguish it in a highly competitive market.
The agency has also been briefed to increase Jacuzzi’s visibility across its target audiences, working to provide insight into the buying journeys of the various customer segments.
Founded in 1915 by seven Italian brothers from Casarsa della Delizia in Northern Italy as an aircraft parts manufacturer, the firm switched to whirlpool baths in the 1960 and by 1970 had invented larger indoor tubs to accommodate groups of people.
In 2006, private equity firm Apollo Management announced a $990m buyout of Jacuzzi Brands and in 2019, Jacuzzi was acquired by Investindustrial.
Jacuzzi digital manager for Europe, the Middle East and Africa Chris Curtis said: “In the pitch stage alone, Jaywing delivered more insight than we’d seen over the previous 12 months put together, so we’re excited to see how their data-led approach helps us to grow.
“As pioneers of the industry, our main ambition is to keep providing the same high-quality, life-improving products to our customers that we have for the last 60 years. We’re looking forward to utilising Jaywing’s expertise and data to help us reach the right people and continue to deliver our unique experiences.”
Jaywing chief executive Andrew Fryatt added: “We have the knowledge, experience and tools to help Jacuzzi grow through efficient and effective SEO activity. Having gone through a competitive pitch process, we’re excited to begin working with such an innovative brand, so they can focus on what they do best.”
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