Hoover invented the vacuum cleaner—and along with it, a $12 billion category. But despite its household name, Hoover found itself vulnerable to competitors at both ends of the pricing spectrum due to a period of underinvesting in its brand.

Hoover asked VSA to help modernize its media approach while building its in-house media capabilities. We dug into the brand’s audience data and developed a deep understanding of its targets, including their behaviors, wants and needs. Our work resulted in a bold, digital-first connections strategy that put the brand front and center among its core targets, allowing e-commerce sales to smash projections.

Our work included:

• Audience development
• Brand media strategy
• Performance digital strategy
• Media execution
• In-housing