Spencer C. Higgs
Creative Copywriting & Marketing Strategy
iClebo – Intelligent Robot Vacuums
Branding & Social Media Management
Yujin Robot, Inc., a domestic and medical robot manufacturer based in South Korea, wanted to introduce its robot vacuum brand, iClebo, to the American Market. iClebo is loved throughout Europe, Russia, and Asia. Nonetheless, it was an ambitious undertaking, considering their competitor, iRobot (Roomba), is a household name and iClebo had no U.S. presence whatsoever. The first step towards success was architecting a brand persona that conveyed iClebo as the perfect fit for your lifestyle.
Project /
Branding
Social Media Marketing
Objective /
Develop an engaging voice & persona that connects with modern lifestyles and multiple generations.
Roles /
Branding strategist,
Sr. Copywriter,
Social Media Manager,
Paid Social Ad Executive,
Graphic Designer
​
Agency /
MAD Group​
​
Year /
2016 - 2017
Positioning Statements / Brand Tagline / Brand Slogan / Campaign Slogans / Headlines / Mission Statement / Brand Pledge
Key Challenges /
Appeal to US market
Develop unique brand identity
Appeal to target markets
Key Competitors /
iRobot (Roomba)
Neato
Samsung
Dyson
Key Target Markets /
Generation X
Trendy Mothers
Busy Families
Major Online Retailers
Tagline /
Intelligent Cleaning Robots
Slogan /
Welcome to Better Living...
Market Positioning /
iClebo Robot Vacuums: are your intelligent, everyday cleaning assistants
That: automatically vacuum and mop your floors using smart mapping technology, powerful suction and quiet agility
Mission Statement /
At iClebo, we are passionate about engineering intelligent robots that give you more time to do what you love – instead of doing chores.
We know that you are looking for technology that both cleans your home and complements your lifestyle. And, we realize that factors like quality, style, price, and functionality are important elements in your hunt for intelligent tech.
That’s why we set out to engineer the perfect line of all-around, everyday cleaning vacuum robots. Our mission is to help make your life easier and your floors cleaner, so you can spend more time living – not cleaning.
Brand Pledge /
We pledge to push the cutting edge of domestic technology; to design and engineer products that give you back the time which typical chores take away; and to make your everyday life a little easier and a little cleaner.
Headline Samples /
GENERAL BRAND HEADLINES
Engineered For More Free Time
Spend More Time Living – Not Cleaning
Carpe Diem or Carpets Daily?
It’s Your Life. Clean Smarter.
Your Floor Never Felt This Good
Lounge on Another Level With iClebo Robot Vacuums
Live the Lavish Lifestyle with iClebo Robot Vacuums
Modern Housekeeping for the Modern Family
Smart Cleaning for Your Smart Home
Low-Decibel, Highly Intelligent Robotic Vacuums
Cleans Your Home. Complements Your Lifestyle.
Cleans Your Lifestyle. Complements Your Home.
How Healthy Is Your Relationship With Vacuuming?
iClebo Robot Vacuums – No Strings (Or Cables) Attached
Intelligent, Everyday Robot Vacuum Cleaners
The Only Thing You Have To Do Is Get Used To Not Doing Anything.
Socks Were Made For Sliding On Floors.
Not Sweeping Them.
Come Together Over Cleaner Floors
After the Bot Comes the Bonding
Built for Life Behind the Picket Fence
Dream-Come-True Technology, From iClebo
Your Dog is Your Best Friend. Its Hair is Not.
iClebo Sweeps What Your Pet Sheds.
More Fun Without The Fur
Floors With Pets Love Families with iClebo
Kids Make A Mess.
iClebo Cleans It Up.
iClebo Robots Clean Up Even The Littlest Disasters.
Like Spilled Milk.
Do What You Love
Instead of Doing Chores
BRAND ATTRIBUTES HEADLINES
Smarter With Every Sweep
Advanced Navigation Technology Makes Cleaning Easier and Easier and Easier.
Remote Controlled iClebo Robots
iClebo Robot Vacuums with Advanced HEPA Filters Make Fighting Dust and Allergens Almost Too Easy.
If He Can Change the Channel, He Can Clean The Carpet.
One-Click Cleaning Means Your Husband Has No Excuse.
"Shhh Mode" Comes Standard on Every Model
iClebo Robots – Built for Clean. And Quiet.
Efficient. Effective. Eco-friendly.
High Suction Power. Low Power Consumption. All-Around Amazing.
CES 2017 TRADESHOW HEADLINES
Keeping it Clean in Sin City
Join iClebo for a Weekend of “Whoa” at CES 2017 – Las Vegas
We'll Be Doing Lines in Vegas this Weekend
Witness Carpet Streaks No Other Vacuum Can Leave at CES 2017
Watch Your Feet!
See Why Everyone’s Looking Down at CES 2017
Product Descriptions /
iClebo Arte
​
The least mess for your money. Arte comes with premium options like scheduled cleaning, random roaming, Climb Mode, self-steer, Max Cleaning, and even a wet mop. And with the lowest charge time and longest cleaning time of any robot vacuum out there, Arte is the perfect all-around bot to clean all around your home.
Product Descriptions /
​
iClebo POP
Personality meets pocket-friendly. Match the best cleaning performance among equivalent models with POP’s dual whirling cleaning patterns to manage the dust and dirt synonymous with active lifestyles. POP packs a punch with its extended 120-min clean time and remote control capabilities. All for about the price of a traditional vacuum cleaner.
Product Descriptions /
iClebo Omega
More power to you! With 600x more suction power than the next best robot vacuum on the market, Omega lives up to its reputation for power and performance. Innovative navigation sensors, jam-resistant technology, and a one-of-a-kind Turbo Mode let Omega clean each room with more effectiveness and efficiency.
Product Descriptions /
iClebo Alpha
Sleek. Stylish. Smarter and smarter and smarter. Say hello to the vacuum that gets more intelligent the more you use it, thanks to iClebo’s smart mapping technology. It absorbs pet fur, food crumbs, and dust with ease and follows your command with the click of a button. So put your feet up, Alpha’s got it.
Print / Video / Digital / Email /
Copywriting / Strategy / Social Media Management /
Bringing the brand to life
And spreading the love
iClebo has yet to engineer robots that can display or feel love. But, couple fun messaging with elegant design (not to mention, fewer chores), it's safe to say that these robots can at least be loved. With the messaging and design elements in place, an agency-wide collaboration helped imbue these wires, swirling brushes, and plastic shells with a distinctively human presence across all areas of modern life.
"Thanks for the great headlines. This is exactly what we wanted to share with our followers."
- Christine Shin, iClebo Marketing Director
Brochure /
Mail-out Postcard /
iClebo Alpha Product Sales Sheet /
iClebo POP Promo Video Script /
iClebo Alpha Promo Video Script /
Learning to share
Gaining traction on social media
Almost every online consumer is on at least one social media platform. The challenge was, almost none of them knew iClebo existed. Spearheading the social strategy and management, I collaborated with a clutch triangle consisting of my marketing team, third-party software platforms, and iClebo's in-house marketing director to help grow iClebo's social presence and turn engagements into ROI. Between February and September, my strategies led to follower growth from 0 to 25,000 across Facebook, Instagram, and Twitter.
Key Responsibilities /
Weekly, Monthly & Quarterly Calander Planning
Agile Social Strategy Development
Paid Ad Campain Development & Management
Profile Page Optimization
Original Content Generation
Graphic Design & Artistic Direction
Team Management
Market Trends & Software Research
Ignoring the panoply of Twitter distractions ;)
Let's look at the results:
WEB TRAFFIC
Drove 60% more web traffic with paid social media campaigns
BOUNCE RATE
Plummeted bounce rates to 3.77% from >70% (during campaign duration)
NEW VISITORS
Expanded total traffic to 88.41% new visitors
WEB VIEWS
Increased page views 500%
Social Media Posts & Management Samples /
Instagram / Facebook / Twitter / Pinterest / Metrics / Paid & Organic
They say humor doesn’t translate in different cultures. In their incipiency, brands don’t either. It takes work. Growing iClebo’s presence in America has been a labor of love. But mostly love. End-to-end branding and marketing have given iClebo a place in the market (and have stolen a piece from their competitors). Today, iClebo gains thousands of new followers across Facebook, Instagram, and Twitter every month, sales continue to rise, new products continue to be released, and you can find their robots at most major retailers.