Cleaning up the competition with Crown Trade’s Clean Extreme range

What was the brief?

To support the repositioning of the Clean Extreme range to include Anti-Bacterial matt/eggshell, Mould Inhibiting matt/eggshell and the Stain-Resistant Scrubbable matt/eggshell. It was important to provide a consistent mix of activity to generate enquiries and coverage across all target markets including the trade customer, client/specifier and independent merchants.

What did we do?

We didn’t just want to launch the product to market, we wanted to maintain ongoing support for the range so we created a bespoke PR mix which includes product placement, case studies and long-read articles. All content was tailored to each of Crown’s key markets, ensuring the messages we were conveying were both relevant and persuasive.

In addition to PR activity, we utilised a variety of infographics, GIFs and videos highlighting the updated Clean Extreme range across the Crown Trade social media channels, as well as promoting news stories and blogs to drive traffic back to the Crown Trade site.

Together with Decorator’s Forum we launched a social media competition, #TeamCleanExtreme, where we asked forum members why they would choose Clean Extreme over a competitor product for the chance to win an iPad.

What was the result?

• 48 pieces of coverage, with a total circulation of over 1.15 million
• Our #TeamCleanExtreme competition generated 119 comments on the Decorators Forum’s closed Facebook Group. We created further graphics which we continue to use on social media, with the comments received as part of this competition.
• Our ‘Crown vs the Competition’ social media post reached over 56,000 people
• The product has been recognised in the DIY Week Awards in the ‘Decorating Product of the Year’ category