Headlights are a low interest product with many barriers to entry. People don’t know they should be replaced regularly. The category is commodity based, rational, and driven by price. We were asked to raise awareness, educate, and sell a premium priced bulb.

We executed a 180º shift in strategy and spending to leverage Sylvania’s core values of performance and safety against a new segment – Guardians (adults, married w/children, mindset for safety).

Increases across the three assignment metrics – awareness (+37), education (+29%), and sales (+14%). The campaign also saw YOY growth in social KPIs – reach (+61%), CTS (+40%), likes (+895%), and engagement (+28%).