Karcher
Imagine a scenario where businesses could swap out their old equipment for shiny new versions without denting their budgets, and benefit the environment while they're at it. That's exactly the concept Kärcher Professional UK brought to life with its innovative Buy Back initiative, allowing commercial customers to trade in old machines for a discount against new equipment, safe in the knowledge that the old kit would be repaired or recycled supporting Kärcher's 'Renew to Sustain' ESG ambitions.
The Approach
This is one of several campaigns I've led for Kärcher Professional, focused on their B2B range. For ‘We Buy Any Kärcher,’ I led the creative direction behind the multi channel campaign, designed to spread the word about the initiative and generate direct leads. The campaign brought together press coverage across the major cleaning industry titles, contextual advertising in relevant customer verticals, and a highly targeted LinkedIn lead-generation push, with a creative concept strong enough to drive awareness well beyond the cleaning industry itself.
The Results
The campaign generated over 400 qualified leads for the Kärcher Professional sales team, a strong outcome for a B2B initiative built on convincing commercial customers to change their usual buying habits. Video content played a key role in that success, achieving a 24% view rate, well above typical benchmarks for B2B campaign content, showing the creative concept resonated far beyond the cleaning industry it was originally aimed at.
