Jeyes: Regional media and influencer campaign
THE CHALLENGE
In the wake of Covid-19, we were asked by house and garden cleaning brand, Jeyes, to showcase its product range to mature consumers. Our specific focus was to ensure that the Jeyes brand was associated with ways that cleaning helped us to feel positive and productive. We accepted the challenge and got to work with a focused media campaign.
OUR APPROACH
Given the negative impact that lockdown had on many older people, we decided to get Brits outside and busy in their gardens, supporting their wellbeing and helping them to feel productive as they prepared for the summer ahead.
We set the nation a challenge – to get out for 30 minutes a day and make small but significant changes to their gardens. We called our campaign the Great British Garden Spruce Up!
We joined forces with BBC Gardeners’ World presenter, Mark Lane, to create an activity planner with suggested daily activities, from pressure washing the patio to cleaning the garden table and chairs. The planner was hosted on a dedicated campaign landing page where people could download it for free.
THE RESULTS
We launched the campaign just ahead of National Gardening Week, focusing on regional media (radio, print and online) to reach mature audiences, delivering:
Highlights from the launch PR campaign included:
200 pieces of coverage
2500 unique visitors to the campaign website
170 regional outlets
Over 1400 planners downloaded
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