iRobot | Time to Give

I helped win this piece of business by positioning the Roomba not as a vacuum cleaner, but as a magical device capable of giving people time back in their lives. We executed this idea by launching iRobot’s first purpose-driven campaign #iRobotFor. First, we gave away Roombas, selecting our winners from among thousands of Twitter responses, each person telling us who in their life most deserved the gift of “time back in their day.” For phase 2, we tracked worldwide usage of Roombas, and for every 15 hours the vacuums ran, we donated coding robots to STEM programs in underserved communities.