Award-winning PR and social success for Heritage Bathrooms
Challenge
First briefed in 2014, our mission was to position Heritage Bathrooms as the #1 luxury bathroom brand with an ongoing PR and social media strategy across our 10-year partnership.
We needed to reach interior designers and home renovators, as well as supporting the brand entering into a new market: younger millennial women.
Solution
Armed with our extensive home and property expertise, we knew that luxury buyers – both professionals and consumers – sought aspiration, not just functionality. Thus, we formulated a holistic communications strategy, centred around inspiration.
To get Heritage Bathrooms in the imaginations of our audiences, we focused on PR and social media as our core tactics, supplementing the programme with copywriting services to refine our tone of voice and create educational blogs. Our ongoing work cycle consisted of:
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PR – proactive pitches to glossy interior mags, digital home outlets and national lifestyle media, such as Real Homes, Ideal Home and the Sunday Express, as well as implementing a reactive press office. We created press materials, such as ‘look sheets’ for visual news, trend-led articles and product announcement releases.
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Social media – we built monthly content calendars for Instagram, Pinterest and Facebook with a focus on aspirational imagery, interiors advice, and on-trend topics. We also implemented a dedicated LinkedIn strategy to target interior design professionals. With every channel, our goal was to inspire and engage – never broadcast.
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Influencers – With the brand wanting to target young millennial women, we harnessed home and lifestyle influencers to generate inspirational photo and video content using Heritage Bathrooms’ products.
Our influencer collaborations spanned multiple social media platforms and included:
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Grace Beverley, who was in the Sunday Times’ top influencers for 2019 and had more than 1 million followers at the time
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Fleur de Force, a lifestyle influencer with more than 1 million followers
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Sophie Hannah, who worked with brands such as Primark and Boohoo
Impact
Our integrated comms strategy significantly raised the profile of Heritage Bathrooms – making the brand a regular feature in top-tier home interior publications and increasing its social media reach tenfold.
Delivering year-on-year growth, we achieved the following results across 10 years of our partnership:
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Secured 100 pieces of media coverage annually, with notable mentions including Real Homes, Metro, Evening Standard, BBC2 and Channel 5
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Grew its Instagram following from under 1,000 to over 14,000 and grew its Facebook following from under 900 to more than 30,000
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Generated 30 pieces of high-quality influencer content, helping to reach more than 4million new potential customers (with one of our top pieces garnering 40,000+ likes)
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And the icing on the cake: our work won gold at the CIPR Midlands PRide Awards for Best Digital Campaign.