After telling TenCate’s full sustainability and innovation story and improving perceptions of their quality, trustworthiness and environmental impact, we had an exciting new challenge: introduce their innovative product, Pivot® Performance Turf, to North America, and build its brand reputation as the best stuff in turf.
Telling Pivot’s unique sustainability story
While the artificial turf industry is experiencing public concerns around microplastics, PFAS, and end-of-life, TenCate has been innovating every step of the way to be the most sustainable artificial turf available. Pivot Performance Turf doesn't use performance infill, which means no abrasive sand and rubber, fewer microplastics, and a durable, long lasting playing surface. It’s manufactured without PFAS and is designed to be recyclable. Furthermore, it was designed with extensive feedback from top-level athletes, undergoing more than 50 iterations that have created the only turf that has the feel and consistency of natural grass.
We planned and directed a photoshoot to create the photography needed to bring The Next Step Campaign to life.
Generating excitement for the best in turf
For Phase 2 of the Pivot launch, internally dubbed “The Next Step,” the focus was on generating excitement for the best stuff in turf, while pushing our audience further down the sales funnel. With Pivot under their feet, we captured athletes across multiple sports in a freeze frame of dynamic athleticism to evoke that familiar fan feeling of excitement. We used multi-sport action shots to show the versatility of play on turf and draw a parallel between the best in athletics and the best in turf.
The Next Step: Moving Our Audiences Through the Funnel
Using TenCate’s science-backed approach to collecting biomechanical insights, including recoil and yarn memory, and interviewing the team behind its development, we developed key leading messages for the campaign, centering around durability, playability, consistency, and longevity.
We’re testing a range of sports, genders, poses as well as headlines and compelling proof-backed narratives in market across Meta and LinkedIn platforms, and Native and Display ads. This campaign is currently in market, so results are to come.