Shortlisted for Low Budget Campaign [ CIPR PRide Awards 2019 ]
To support the repositioning of the Clean Extreme range to include Anti-Bacterial matt/eggshell, Mould Inhibiting matt/eggshell and the Stain-Resistant Scrubbable matt/eggshell. It was important to provide a consistent mix of activity to generate enquiries and coverage across all target markets including the trade customer, client/specifier and independent merchants.
We didn’t just want to launch the product to market, we wanted to maintain ongoing support for the range so we created a bespoke PR mix which includes product placement, case studies and long-read articles. All content was tailored to each of Crown’s key markets, ensuring the messages we were conveying were both relevant and persuasive.
In addition to PR activity, we utilised a variety of infographics, GIFs and videos highlighting the updated Clean Extreme range across the Crown Trade social media channels, as well as promoting news stories and blogs to drive traffic back to the Crown Trade site.
Together with Decorator’s Forum we launched a social media competition, #TeamCleanExtreme, where we asked forum members why they would choose Clean Extreme over a competitor product for the chance to win an iPad.