Decluttering with Dilly

HIPPO

| Celebrity ambassador campaign

Brief

Join forces with a passionate, high-profile spokesperson in the home and garden improvement space to raise HIPPO’s profile and engage with audiences that may not already be aware of HIPPO’s products and service offering.

What Pier did

Pier delivered an impactful fully integrated Waste PR campaign with TV personality and professional ‘declutterer’ Dilly Carter, featuring a hugely successful broadcast day and national print media outreach. Underpinned by specially commissioned consumer research, Pier also delivered a carefully curated influencer partnership strategy, rich advertorial content and a dynamic social strategy.

Impact

Our client was thrilled with the results of our campaign. We smashed our KPIs with close to 90 pieces of consumer coverage and a potential reach of 10.7 million, successfully engaging an audience of existing and potential DIY enthusiasts with a compelling campaign narrative.

Overview

As the founder of Declutter Dollies and part of Channel 4’s popular ‘Sort your life out’ team, Dilly Carter was the ideal expert and a natural fit for HIPPO’s decluttering campaign.

Built around newly commissioned research which uncovered that over half of the UK were living in ‘clutter chaos’, we worked with Dilly to develop 10 top tips to help people regain a sense of calm and clarity in their homes.

Dilly’s top tips were split into seasonal themes and peppered across all communications activity throughout the year, featuring in press releases, advertorials, influencer and wider social activity.

Story

We knew our Waste PR campaign was off to a very strong start when our research uncovered that over half of Brits had rooms in their homes that were totally unusable because of clutter. Pier’s aim was to position HIPPO as an enabler for positive behaviour change and highlight their fantastic range of HIPPOBAGs as the ideal decluttering sidekick.

With statistics also pointing to spring as the most likely opportunity for decluttering to take place, we chose to launch our campaign activity with a highly successful broadcast day in March. Pier secured 17 live interviews alongside 772 play-outs of pre-recorded interviews across 172 stations across the UK, with a potential reach of 8.8m. Dilly’s top tips were also recorded in video format, bringing her advice and guidance to life in an additional engaging and accessible way.

A winning combination of consumer research and celebrity top tips also generated 13 pieces of quality coverage in nationals such as Sunday Mirror, The People and Daily Star, alongside a wide range of advertorials in key glossies such as Woman & Home, Ideal Home and in regional Living magazines, reaching a further 1.3m people.