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Brabantia is known for its beautiful kitchen and homeware which makes life more pleasurable. We were tasked with driving awareness of the laundry product portfolio while driving broader brand affinity.
We tapped into shifting behaviours driven by the cost-of-living crisis along with the British fascination with the weather, to create a campaign that answered a simple question – can I dry my washing outside today?
An integrated campaign combined traditional PR with digital assets and influencer collaborations to secure coverage and conversations online. Working with a meteorologist we revealed the ideal weather conditions for drying laundry outside as 12 degrees with a wind speed of 15mph. We developed a digital drying index to provide a drying success score at a postcode level and a dedicated webpage which hosted a Drying Index, to provide deeper advice and insight to caring for your clothes.
Combined with a tribe of home influencers, spearheaded by ‘Live, Laugh, Laundry’ author and expert Laura Mountford, we drive awareness and conversation around the ease of drying outside and the benefits of this for clothes, finances and the planet.
On the day of launch we saw a huge spike in visits to the website driven by blanket national coverage including a full page in the Sun and a broad cross section of broadcast.
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The first time we met with Speed we were blown away by their pitch. They had totally understood our brand, and how and what we wanted to communicate – so much so that we were able to use the entire proposal as our plan for 2024. Working with the team has been a real joy – it’s a very collaborative relationship, and everyone feels like an extension of our own marketing team.
Looking for a PR partner with power to get your brand out into the open? Get in touch – we’d love to talk.