In a space long ruled by Dyson and Shark, eufy, the smart home brand under Anker Innovations, set out to challenge the status quo.
Partnering with influencer marketing agency Scroll Stop, the aim was not just to increase awareness, but to take ownership of the robotic vacuum category in the UK and achieve maximum revenue.
The result? Over 12 million views, a 250% year-on-year sales increase, Amazon bestseller positions from 1 to 5, and a 77-time return on investment.
However, more than the numbers, the campaign has managed to change consumers’ perceptions of the entire category.
From niche gadget to everyday essential
Anker Innovations had already seen strong results from product-specific campaigns with Scroll Stop. In 2024, they set a new challenge: to elevate the full eufy robotic vacuum range to mass adoption.
While eufy had solid tech credentials, it lacked the immediate brand recognition of its bigger-name rivals. Scroll Stop鈥檚 approach was to analyse the market to find the consumers most likely to convert to a robotic vacuum, factoring in their motivations, objections, and content preferences.
Smart creator strategy
Rather than relying on big-name celebrities, Scroll Stop identified influencers from their 250,000-strong network – CleanTok creators, parenting influencers, aspirational home accounts, pet accounts, tech reviewers, and more – who had already won the trust of viewers in their key demographics.
Every influencer was selected for their audience fit, style and vibe鈥 not just their numerical reach. A tailored creative pack, including hooks, calls-to-action, and storyboarding prompts, was sent out to each one, while product training ensured that the influencers were familiar with the range, and able to talk authentically about it on camera.
The campaign also featured TV鈥檚 Dr Emeka, a credible voice with more than 250k TikTok followers, who was able to discuss eufy鈥檚 product range in a trustworthy, health-conscious light.
Tactical, layered execution
The campaign was designed to be consistently visible and impactful to its target audience, starting organically to build momentum. Once performance started to plateau, Scroll Stop used Meta Partnership Ads and TikTok Spark Ads to amplify the best content, while longer-form YouTube videos walked viewers through detailed features in order to convert curiosity into sales.
The physical presence was just as powerful; billboards on the streets of London reached huge numbers of people, while influencers documented their reactions live, resulting in high-impact, authentic content.
Finally, a creator-led roadshow showcased real demos, fan interactions, and a celebratory influencer awards night.
‘Game-changer’
For eufy, the campaign achieved a remarkable 77 times return on their initial investment, with more than 12 million views across all channels, a 3% engagement rate, more than 386,000 link clicks, and 33,000 units sold.
The brand also managed to hold Amazon鈥檚 top 5 bestseller spots for robotic vacuum cleaners at the same time, captured 44.29% of the UK market share
鈥淲orking with Scroll Stop has been a game-changer,鈥 said Yuhan Pan, Regional Marketing Manager at Anker Innovations. 鈥淲e鈥檝e never seen a campaign drive results like this.鈥
More than just sales, the campaign created lasting shifts in perception. People were no longer asking whether they needed a robotic vacuum. They were choosing which eufy model was right for them.
鈥淲e didn鈥檛 just try to win attention,鈥 said Scroll Stop CEO Jordan Tew. 鈥淲e built a campaign ecosystem people genuinely wanted to engage with, that allowed our performance engine to deliver knock-out success.鈥
Ready to launch your next category-shaping campaign? Click here to get in touch with Scroll Stop.