Client:
Chicopee
Client overview:
Wild PR was appointed by professional cleaning materials manufacturer in June 2021 to raise the brand’s profile, and showcase its two hero items – microfibre cloths and Biodegradable and Compostable J-Cloths.
The key project objectives were:
Position Chicopee as the market leader for professional cleaning wipes
Brand Chicopee as an innovative and superior cleaning solutions provider
Increase visibility and brand exposure within the target audience, and generate and nurture quality leads
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Campaign Overview:
The impact of Coronavirus has affected the way businesses approach health and safety, with companies actively looking to find sustainable and innovative ways to combat the spread and effects of Covid-19 as well as other potential germs and diseases.
We came up with the campaign idea titled “What’s on the surface”, which capitalised on the online conversations around hospitality venues reopening in line with COVID guidelines and the public’s concerns around the spread of the virus through surfaces.
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Tactics used:
In order to gain traction with the national and lifestyle press, we needed robust data. In order to achieve this, we conducted our own experiment swabbing different surfaces in an office, hotel, and hospitality environment using professional scientific equipment, to see which surfaces hold the most germs and how dangerous said germs could be. We also compared the same surfaces after they had been cleaned using Chicopee products.
The findings were compiled into a press release and used to create onsite content for the Chicopee site, and the content was outreached to national, regional, business and trade publications.
Key results:
1,100% increase in media mentions for the brand
Over 34 pieces of press coverage in regional, national and trade publications
17 links built back to the Chicopee site and bespoke landing page
Average domain authority of 51
Media reach of over 19 million
National press coverage achieved with the Daily Mail, MSN, Metro UK and the Mail on Sunday
Other coverage highlights include industry news outlets, Employer News, The Cleanzine, Cleaning and Maintenance and HR News