LG Harris DIY Personality, Earned, Owned, Paid Campaign

The Brief

To develop a market-leading, integrated communications plan to promote Harris products with activity from March 2018.

Our Response

1. A proactive press office profiling key products to media and bloggers

2. Aligned social media schedule to include Facebook, Instagram and Twitter

3. A creative campaign to build brand awareness at peak season – DIY Personality:

  • We commissioned a survey to uncover different characteristics and personalities of DIY-ers
  • We designed a Facebook Quiz for consumer to engage with our findings and determine their type
  • We created the harrisbrushes.com/what-is-your-diy-personality/ blog with top tips and links to helpful videos, whatever your decorating style!

The Results

Social Media

  • Reach has increased by 3,482%
  • Post engagements has increased by 609%
  • Page views has increased by 216%
  • Page likes has increased by 162%

 

PR

National media coverage revealing DIY personality types and Harris’s top tips to help each type achieve a successful finish – Reach in excess of 979,751 secured from PR success in titles including the Mail on Sunday, The Mirror, The People, Real Homes and House Beautiful

Digital Influencer programme of coverage with top DIY-focused bloggers.

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