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case study: Kidde

Driving top-of-mind brand awareness and consideration through in-store demo programs.

the plan

Kidde is one of the world’s largest manufacturers of fire safety products, including smoke and carbon monoxide alarms, smart alarms, fire extinguishers and more.

Sparks and Kidde partner annually with Home Depot locations across Canada to deliver in-store demonstrations, utilizing these demos as a valuable tool to educate Canadians about the critical aspects of fire safety at home and the benefits that Kidde products can provide. 

This year, the Kidde team approached Sparks with the challenge of increasing meaningful moments of education with consumers, as well as training more Home Depot store associates to become Kidde ambassadors, to extend the impact of the demo program beyond the campaign timeframe.

the plan

the execution

  • Brand Ambassador sourcing, training and deployment
  • Demo kitting preparation and deployment
  • On-site setup and tear down
  • In-store product knowledge sessions
  • Shelf and display merchandising
  • Brand Ambassador reporting

the results


The Sparks team executed a complex and robust demo program across Canada. Our team of 50+ Brand Ambassadors successfully completed 199 demos in Home Depot over a 7 week period. 

We successfully actioned more engagement with consumers; a 52% increase in impressions, 65% increase in interactions and a whopping 133% increase in product demonstrations compared to the previous year’s activation. This includes a 323% increase in product demonstrations specifically with store associates, to extend the impact of the demo program.

As a result of this successful program, our Brand Ambassadors reported products flying off the shelves – to the point it became challenging to keep displays stocked!

the results

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