CLEAN AIR & AIR PURIFIERS

BLUEAIR AIR PURIFIERS

Digital Media & Brand Growth

About Blueair & Products

Blueair is a global purpose-driven brand that provides award-winning and sustainable clean air solutions through innovative air purifiers, filters and fans. The 25-year-old Swedish brand was founded on the firm belief that the freedom to breathe is a basic right, with a mission to create the safest environment for children to develop and grow – while making the least impact on the environment.

We work with Blueair to promote clean air for a healthier and happier life. Their HEPASilent™ technology and unique air purifier designs can function at home or in office environments. Our challenge was how to scale this business to over 100 million dollars.

The Strategy

At the outset of Junction 37’s partnership with Blueair, the air purifier category demonstrated great opportunity for growth at only ~15% household penetration in the United States. J37 was charged with building brand awareness and familiarity to drive more consumers into the funnel and generate conversions. Blueair’s presence was built from the bottom up. Our approach was to move them to a full funnel approach.

We promote the brand across many media channels, drive e-commerce, develop B2B partnerships, create email automation, and improve SEO and website functionality. We promote their core air purifiers – Blue Auto, Classic, DustMagnet, HealthProtect – and their filter club to drive awareness, sales, and brand loyalty.

The Work

J37 helped the brand understand a path for how to transition from where they currently were (a lower funnel / performance only brand) to where they wanted to end up: a broader full-funnel brand with awareness driving efforts and a robust marketing engine.

J37 created a marketing model to determine optimal awareness and conversion goals, priming a full-funnel activation which has ultimately widened the funnel and driven lower funnel efficiencies. Our upper funnel media strategy was centered on brand and product education using video content across Connected TV (CTV), over-the-top (OTT) and paid social platforms. Mid-funnel prospecting and retargeting across digital display and paid social helped fuel the message of what product to buy and where. Paid search and e-commerce were centered on cost effective sale volume. B2B, boosted influencer content, and email marketing activations were also leveraged to generate brand interest and gain consumer loyalty.

J37 carried out a process of rapid prototyping to iterate creative and media on the fly, constantly testing and learning across audiences, channels, tactics, and Blueair product lines. We took advantage of seasonality, such as wildfire and allergy seasons, and capitalized on the pandemic to highlight Blueair with messaging on combating viruses and bacteria. We are continuously exploring new ways to effectively and efficiently fill the Blueair funnel: audience testing and DMP framework, DCO (Dynamic Creative Optimization), lifetime value analysis and holistic business tracking, Platform Roadmap, and more.

Blueair Results

Within a year of working with Blueair, we doubled brand awareness and drove lower funnel efficiencies.

The business was successful with their goal and broke through the 100 million dollar brand mark.

Want to know more about how we helped Blueair raise awareness and more? Contact J37 to learn more and about our work.

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