Karcher - Karcher Conditions - Factory Media

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Case Study

Karcher – Karcher Conditions

Bad weather should never get in the way of a good adventure!

BRIEF

Karcher launched their new OC3 portable cleaner to wash your kit wherever you use it, a simple and lightweight solution for cleaning on the go. It is easy to store in your car boot or caravan, with a 4 litre water tank and a 5 bar pressure that’s perfect for rinsing off your gear at the end of an adventurous day.

Whatever sport you’re into, the Kärcher OC3 will help you keep your kit clean and in good working order. Portable enough to fit easily into the back of your car and powerful enough to deal with ingrained dirt and grime, it’s the perfect addition to your adventure kitbag.

We took it surfing in Caswell Bay, road cycling in the Afan Valley, mountain biking in the Forest of Dean and on a hiking mission to Blaencwm and were continually impressed by its performance. When the elements are against you, don’t stop doing what you love. Just make sure you’re prepared for the #KarcherConditions.

IDEA

As a way to showcase the OC3s versatility Factory Media focused on four key activities – Mountain Biking, Surfing, Road Cycling and Hiking. Each segment saw its own video and stills production, supported with editorial content by working together with the respective experts of their field. The campaign started off with a short introduction video compiled of footage from all four adventures we took the OC3 on, to give the audience a low-down of its key features.


The UK’s changeable weather conditions can make life difficult for your road bike, not least from autumn through to spring, when rain, mud, grit and grime combine to cake your pride and joy in the kind of thick, grinding paste that can quickly eat into components. We took a bike out in what were – very mildly put – challenging conditions. Hosted on RCUK the video has stacked up almost 95.000 views – and counting!

Over on Surf Europe we have tried and tested the OC3s ability to get your surfboard and wetsuit into mint conditions before packing them up in your car after a demanding day out. After you surf, salt water will go to work on your wetsuit crusting up your zip sliders, harden the supple rubber seals and prevent your suit from ever properly drying out. Showcasing how the Kärcher OC3 makes washing surfboard and wetsuit by the beach a breeze the video already sits at 86.000 views.

Muddy boots, dirty trousers, even a mucky little pup – the Kärcher OC3 will clean all of these with ease after your hiking adventures, which we have tested together with Outdoors Magic on a wet, windy day out in the breathtaking Welsh landscape. Even if a cup of tea and comfy sofa are the only things on your mind after a day like that, don’t slack off cleaning your gear before you head home. Dried mud can damage leather, hinder breathability or break trekking poles, so make sure to clean off that mud and do it as soon as you reach the end of your hike.

It seems crazy to say it but the biggest killer of mountain bikes is… mud. Most downhill pros will have their bikes sneakily washed behind the pits between runs to keep them in tip top shape and, if you want your ride to stay shop fresh for longer, you should be washing it after every decent ride – the sooner the better. The Dirt team properly sent it down the trails at Forest of Dean and used the OC3 to get even the last bit of mud off the bike – a video that’s on almost 70.000 views by now.

To further fuel consumer engagement Factory Media launched a competition on the social media platform Instagram. The audience of all four activity specific channels was encouraged to upload photos showing them in situations that embrace the Karcher Conditions and add the hashtag #KarcherConditions for a chance to win an incredible experience in one of four different adventure destinations. Over 200 people participated and shared their very own Karcher adventures.

OUTCOME

With a reach of over 2 Million, more than 500.000 video views and up to 100.000 article views the campaign turned out to be a great success across all participating channels.

Over 200 social posts span across Mpora, Surf Europe, Outdoors Magic, RCUK and Dirt. The audience not only consumed this content but also actively participated – the total engagement goes up to 11.000 which includes sharing it with their peers.

Factory Media created a versatile, inspiring video series, supported by stunning still images and editorial content, educating and engaging the audience along the way of promoting Karcher’s OC3 portable cleaner.

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