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Hoover Launches Integrated Marketing Campaign

Posted on May 19, 2010 by HFN Staff

GLENWILLOW, Ohio-Hoover is introducing a marketing campaign for some of its recent product introductions that encompasses television, cause marketing, social and digital media, and public relations.

The campaign will support the introduction of several new Hoover products. It will include 30-second television spot advertisements for the Platinum Collection LiNX Stick Vac, the WindTunnel T-Series WindTunnel Pet Bagless Upright and the WindTunnel T-Series WindTunnel Rewind Bagless Upright. Coinciding with the TV ads, Hoover has partnered with Cleaning For A Reason, a national organization devoted to providing home-cleaning services to women undergoing cancer treatment. In addition, the brand is providing cleaning tips, discounts and information on the Cleaning For A Reason partnership on its Facebook and Twitter platforms.

Also, the brand has begun a direct-response TV component to support the FloorMate Hard Floor Cleaner, which includes both long-form (28 minutes) and short-form (one minute, 20 seconds and 60 seconds) spots that will run through December. Traditional public-relations and social media-relations efforts will support the new products and the Cleaning For A Reason partnership through the duration of the campaign.