HTH Pool Chemicals came to VMLY&R with the challenge to disrupt the industry and launch them into category dominance at Walmart.

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Our team focused on 3 key areas:

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Innovation:

We developed two key technologies that were firsts in the industry. The first was Textstrip - a text based consumer interaction that allowed people to text a picture of any completed water test strip to HTH123 (484123) and we would text them back a list of products and instructions to correct their pool water issues. This completely takes the guess work out of pool care by putting a pool boy in your pocket. This program has seen nearly 100K interactions a month during peak pool season, with a 19% click through rate to product detail pages on Walmart.com.

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The second was a web-based package scanning technology. Consumers simply had to visit HTH123.com and use the in-browser scanning tool on any HTH product package to be taken to a product detail page with all the information they need about why and how to use each product. This tool essentially brings a pool care expert to you, whether you are in the store wondering which shock product is right for your needs, or at home needing to know exactly how to properly apply a chemical to your pool.

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Best in Class eCommerce:

We completely redesigned the HTHpools.com site to allow consumers a better educational experience, and all online retailer product detail pages to facilitate purchase conversion.

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Awareness:

Our team was responsible for both the digital consumer touch points,  the Walmart in-store point of purchase displays and 4 broadcast commercials. We created a variety of campaigns and elements that put a face to common pool problems, and armed consumers with the knowledge they need to feel equipped to handle them on their own.