Increase In Social Media Followers
Views on Instagram Collaborations
Successful Active Influencer Collaborations
Roborock, a global leader in robot vacuums and mops, wanted to establish itself as the leading brand in Australia, with a strong focus on social media growth and brand presence.
Their key challenges included building mass awareness in a competitive appliance market, growing a strong and engaged social media community, driving brand recall and positioning Roborock as the market leader, and successfully launching new key product models in Australia.
We developed a multi-layered social and influencer strategy to accelerate Roborock’s presence in Australia.
We implemented a content strategy tailored to Australia’s digital landscape, focusing on:
Follower growth and engagement: Publishing consistent, high quality content optimised for social platforms like Instagram, Facebook, and TikTok to increase followers and encourage interactions.
Interactive formats: Using polls, Q&As, product demonstrations, and video content to educate consumers and drive conversations around Roborock products.
Brand recall and positioning: Crafting content that reinforced Roborock as the premium, innovative, and reliable choice in smart cleaning solutions.
To amplify credibility and reach, we built a targeted influencer program:
Partnerships with leading influencers: Collaborated with well known Australian tech, lifestyle, and home influencers such as Tiggmac, Kat Clark, Stephen Fenech & Valens Quinn whose audiences aligned with Roborock’s target demographic.
End-to-end campaign management: From ideation and creative briefing to execution and performance amplification, ensuring campaigns were seamless and delivered measurable results.
Authentic advocacy: Leveraged influencers to showcase real-life use cases, product benefits, and experiences that resonated with potential buyers, building trust and desire.
Launching new Roborock models in Australia required a coordinated, high-impact approach:
National launch events: Designed and executed events in key cities to showcase products to media, influencers, and retail partners. The MMX team focused on launching key events for hero Roborock models including exclusive events held in the Northern Territory and Hayman Island.
Amplifying reach and credibility: Hosted influencers and retailers at events, generating organic social content, media coverage, and word-of-mouth momentum.
Driving demand and awareness: These launches not only increased product visibility but also positioned Roborock as the market leader for smart cleaning solutions in Australia. Throughout the retail calendar, we ran several major retail centre activations, which allowed Roborock to showcase key models and machines on offer. In addition, the MMX team developed interactive games, which gave shoppers the chance to win prizes and interact face to face with the brand.
Roborock achieved significant growth in social media followers, engagement, and overall brand reach. The brand became one of the most recognisable robot vacuum names in Australia.
Influencer campaigns strengthened trust and improved brand recall.
High impact product launches generated strong market buzz and solid retailer support.
Key results included:
Increase in social media followers
