The Brief
Carousel was brought on to maximise brand awareness for BISSELL and to drive sales for the whole product portfolio by securing national, consumer, regional and broadcast coverage.
Within all activity and coverage, it was important BISSELL was positioned as leaders and experts in the floorcare space.
From a social media perspective, Carousel was tasked with growing the audience, reach and engagement metrics on BISSELL’s Instagram and Facebook channels. This meant devising an effective social media strategy that would get users talking and excited about BISSELL.
Our Response
Carousel executed a number of key campaigns over the course of 2022. Campaigns were either hooked to key cleaning calendar moments or busy sale periods e.g. Spring Clean, Black Friday, and National Pet Month.
To align with the launch of BISSELL’s new spring-cleaning TV ad in March, Carousel carried out a piece of research exploring the nation’s cleaning habits. The insights and research were used to appoint Lynsey Crombie aka Queen of Clean from ITV’s This Morning, as BISSELL’s expert spokesperson.
The research findings were then discussed during a broadcast day to launch the Spring Clean campaign. Carousel also drafted a news story which was issued out to national, consumer and regional media to drive coverage outside of broadcast outlets.
The team were able to secure 835 total pieces of coverage and a total reach of 12,378,005. This included 14 interviews with Lynsey, all achieving 100% brand and survey messaging. 39 pieces of national and regional coverage were also secured from the research with highlights including the Daily Star and Irish Daily Star (Print), as well as blanket regional coverage across the JPI Newswire.
Another key moment in driving coverage for the brand was around Black Friday. Carousel worked with a range of home and lifestyle influencers to create captivating content for BISSELL’s social media channels. Carousel briefed influencers to demonstrate the versatility of BISSELL’s products and how they fit into any lifestyle, ensuring authenticity was a key theme across the content.
Influencers such as Emma Campbell (Reach: 60k) illustrated the reality of family life that can quickly become mucky, while Location of House of Beau (Reach: 121k) demonstrated the flexibility of using the BISSELL CrossWave on a variety of floors. Carousel also secured high-tier national and consumer coverage for the Black Friday deals via The Daily Mail 5 times (Reach: 34m), The Evening Standard (Reach: 18.8m), The Independent (Reach: 26m), and Expert Reviews (Reach: 6.5m) to name a few.
The #HowCleanIsYourCar campaign saw Carousel work with high-reaching celebrity Mat Watson (Reach: 657k) and Five Star Valeting (Reach: 116k) to showcase SpotClean Pet Pro, focussed on educating consumers on how to keep their car clean outside of the usual cleanfluencer sphere.
Carousel also worked with a mixture of influencers during the #SummerSurvivalTips campaign, showcasing an authentic take on top tips for keeping on top of summer holiday spills and stains. Highlights included A Little Victorian Renovation (Reach: 74k) and Lulu Loves London (Reach: 100k).
From a social perspective, Carousel launched ‘Weekly Resets’ to give BISSELL’s audience, family, car and pet-focussed cleaning tips each week. Some of the highest reaching posts achieved a reach of over 10k and over 2k engagements. Ad spend with an engagement objective supported the success of these posts, with several resulting in a cost per engagement as little as £0.04. Carousel also launched photo-entry competitions in August and Christmas. The first competition achieved a reach of 43.9k and 264 entries. The second Christmas competition achieved a reach of 53.8k and 550 entries.
"Carousel have consistently supported our brand throughout the year with exciting collaborative ideas and obtained a widespread variety of PR and Social activity. With the team’s successful implementation, our BISSELL community continues to grow gaining impressive reach results going beyond our original objectives. We look forward to the results our upcoming 2023 Spring Clean Campaign brings!"
The Results
The press office team achieved an outstanding total PR reach of 1,439,801,357 and secured 1,047 pieces of coverage in 2022.
Carousel’s social team was tasked with achieving a 600 audience increase on Instagram and a 2.6k increase on Facebook, however since February 2021, Instagram has achieved 5 times the KPI on Instagram and more than double the audience increase on Facebook. With impressive and effective content, the total reach on Instagram was 1M, while Facebook’s total reach was 1.3M in 2022.
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