Putting carpet washing on the national news agenda
BISSELL tasked us to get people talking about carpet washing to help drive sales of its range of floorcare and steam products. No easy task given that it isn’t the sexiest of subject matters, and a good looking carpet washing machine wasn’t enough to get media talking about the BISSELL range or convince people to invest in a product.
We needed a stronger motivator so went on a journey to discover what lies beneath the surface of our carpets. We conducted research to examine what hangs around in the carpet fibres of the average home and explored the consequences of poor floor hygiene to encourage people to regularly wash their carpets, positioning BISSELL as the solution. Leveraging the media appeal of independent hygiene expert, Dr Lisa Ackerley, we put BISSELL and carpet washing on the national news agenda securing research coverage on the news pages and product coverage on the shopping page of our target titles.
Sales of the products experienced an uplift of 84% as a result of coverage secured in the Daily Mail, MailOnline and Scottish Daily Mail. Coverage on This Morning also led to a market increase of 54% and sales uplift of 40% on BISSELL Direct.