The Brief
To align with a new TV ad launching in March, centered around spring cleaning, Carousel were tasked to plan a campaign focused on spring cleaning messaging, whilst also raising the awareness of BISSELL as the leading floor-clean specialists across broadcast, national and consumer media.
Our Response
Carousel undertook research into the nation’s cleaning habits and using the research findings, Queen of Clean, Lynsey Crombie, was appointed as research spokesperson. Following this, Carousel then organized a Broadcast Day, where Lynsey was able to discuss the research findings in great depth to a plethora of broadcast titles.
To align with the Broadcast Day, a survey release was drafted and issued out to national, consumer and regional media to drive coverage outside of broadcast outlets.
"The team at Carousel hit the ground running with our Spring Cleaning campaign, after only being appointed shortly before. The variety of ideas the team came up with and success of implementation created great results across PR and Social Media, with very impressive reach figures for the campaign as well as growth on our social channels. We’re very pleased with what was achieved, and excited for future campaigns with Carousel."
The Results
From the Broadcast Day, Carousel secured 796 pieces of broadcast coverage, with a combined reach of over 6.9m. Highlight coverage from the broadcast day included 14x interviews secured for Lynsey (including 4x BBC regional radio interviews across BBC Three Counties Radio, BBC Radio Cambridgeshire, BBC Northampton & BBC Radio Oxford), all achieving 100% brand and survey messaging.
Carousel also secured 39 pieces of coverage across national and regional media off the back of issuing out the survey release. Highlights include print coverage in the Daily Star and Irish Daily Star, as well as blanket regional coverage across the JPI Newswire, resulting in 37x regional pieces of coverage, which included all lead stats from the research. The combined reach from secured national and regional coverage was 5.4m.
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