Award-winning PR, social and influencer success for Heritage Bathrooms
Intro
Heritage Bathrooms partnered with Leopard Co to increase brand awareness, strengthen its position in the luxury bathroom market, and reach both professional and consumer audiences.
Across a 10-year partnership, we delivered an integrated PR, social media and influencer marketing strategy that helped Heritage Bathrooms become a regular feature in leading home interiors publications, grow its social media communities, and reach new younger audiences through high-quality creator collaborations.
Our work also won gold for Best Digital Campaign at the CIPR Midlands PRide Awards.
Challenge
First briefed in 2014, our mission was to position Heritage Bathrooms as the #1 luxury bathroom brand through an ongoing PR and social media strategy.
The brand needed to reach interior designers, trade professionals and home renovators, while also entering a new audience space by connecting with younger millennial women.
This meant our activity needed to do more than simply showcase products. Bathroom renovation is a high-consideration purchase, so the campaign had to build aspiration, trust and relevance across multiple audience groups.
The influencer-focused work also needed to identify people who genuinely reflected the Heritage customer persona and could create high-quality content, while supporting traffic and visibility through backlinks to Heritage Bathrooms’ website or social channels.
Solution
Using our experience as a home and property marketing agency, we developed a holistic communications strategy centred around inspiration.
We knew that luxury bathroom buyers, whether professionals or consumers, were looking for aspiration as much as functionality. To place Heritage Bathrooms firmly in the imaginations of these audiences, we focused on PR, social media and influencer marketing, supported by copywriting to refine the brand’s tone of voice and create useful, educational blog content.
PR and media relations
We delivered proactive PR activity across glossy interiors magazines, digital home outlets, national lifestyle media and trade titles. This included targeting publications such as Real Homes, Ideal Home, the Sunday Express, Good Homes and Grand Designs, alongside maintaining a reactive press office.
To support media outreach, we created press materials including visual look sheets, trend-led articles and product announcement releases. These assets gave journalists relevant, ready-to-use content while helping Heritage Bathrooms remain visible in conversations around luxury bathrooms, interiors trends and home renovation.
Social media strategy
We built monthly content calendars for Instagram, Pinterest and Facebook, focusing on aspirational imagery, interiors advice and timely, trend-led topics. We also implemented a dedicated LinkedIn strategy to reach interior design professionals.
The aim across every channel was to inspire and engage, rather than simply broadcast. By developing more distinctive story content and strengthening the visual quality of the brand’s social feeds, particularly on Instagram, we helped make Heritage Bathrooms more appealing to both customers and potential influencer collaborators.
Influencer marketing
To help Heritage Bathrooms connect with younger millennial women, we developed an influencer marketing campaign built around home, lifestyle and interiors creators.
The key challenge was finding the right influencers. Bathroom renovation is not an everyday purchase, so relevance mattered. We identified people who were preparing for, or already undertaking, bathroom renovations, then engaged them through a coordinated outreach programme across their most active social media channels.
Our influencer collaborations spanned multiple platforms and included
-
Grace Beverley, who appeared in the Sunday Times’ top influencers list for 2019 and had more than one million followers at the time
-
Fleur de Force, a lifestyle influencer with more than one million followers
-
Sophie Hannah, who has worked with brands including Primark and Boohoo.
Impact
Our integrated communications strategy significantly raised the profile of Heritage Bathrooms, making the brand a regular feature in top-tier home interiors publications and increasing its social media reach tenfold.
Across the 10-year partnership, we achieved:
-
Secured 100 pieces of media coverage annually, with notable mentions including Real Homes, Metro, Evening Standard, BBC Two and Channel 5
-
Grew Instagram from under 1,000 followers to over 14,000
-
Grew Facebook from under 900 followers to more than 30,000
-
Generated 30 pieces of high-quality influencer content
-
Helped Heritage Bathrooms reach more than 4 million new potential customers through influencer activity
-
Delivered one top-performing piece of influencer content that achieved more than 40,000 likes
-
Won gold at the CIPR Midlands PRide Awards for Best Digital Campaign