POLARIS ALPHA IQ+ 

Polaris, a market leader in robotic pool cleaning technology, faced increasing competition from lower-cost alternatives. With the launch of the Alpha iQ+, its most technologically advanced model, the priority was to reinforce Polaris’ premium positioning rather than compete on price. To achieve this, we developed a strategic framework that highlighted Polaris’ intelligent design, superior performance, and lifestyle benefits throughout the buyer journey. As Executive Director of Marketing and Business Development at BLVR, I led the cross-functional team through the pitch process, shaping a creative strategy that positioned Polaris as the most advanced and aspirational brand in the category.

At the core of the campaign was the "Made for Your Mode" creative strategy, which showcased how the Alpha iQ+ adapted to various poolside lifestyles—relaxation, entertainment, and leisure—through immersive underwater visuals that elevated Polaris' aspirational appeal. The campaign was executed through a full-funnel omnichannel marketing strategy, balancing brand equity with demand generation. Brand-building channels (CTV, lifestyle media, and audio) drove long-term awareness, while performance-driven channels (paid social, search, programmatic display) and retail point-of-sale efforts optimized lead generation and sales conversion. This integrated approach resulted in a 590% increase in dealer leads, a 68% surge in website traffic, and over 6.4 million views of the campaign’s TV commercial.

By aligning brand storytelling with performance marketing, Polaris successfully reasserted its category leadership, proving that a strategically positioned premium brand commands both consumer preference and commercial success.