Creating a cohesive brand and revamping socials to stand out

About The Project

cog

Industry

Retail

consumer-market

Service

Creative

Technology 

Technology

Digital Marketing

Quick Results

11.9M

Reached by digital campaign

101%

Social reach doubled in 6 months

3,515%

Increase in Instagram engagements 

Over 1m

Total audience of attendees to influencer event

About the Client

For over 40 years, the family-run business Astonish has paved the way in household cleaning product innovation. From their iconic Oven and Grill Cleaner, Astonish now boasts a portfolio of over 60 products across every home cleaning category. 

Business Challenge

Following a 1 million pound investment in TV activation in 2020, Astonish challenged us to evolve their single product-focused TV ad, which reached millions, to achieve the same again but with under 10% of the budget. 

Whilst Astonish boasted a huge range of product SKUs, there was no single brand message. The offering was unclear due to inconsistent packaging which led to a diminished brand presence in stores..

We needed to create a campaign that positioned Astonish at the centre of the cleaning community and made their products recognisable. Astonish lacked an umbrella message, tying their functional offering together with an emotional reason for the target audience to invest.

Therefore, we set out with a plan to revamp social channels to achieve a standout brand in a crowded Instagram niche with one cohesive message. 

Project Highlights

Research and Audits
Influencer Outreach
Social Coverage
Results

Research Workshops and Search Audits

To position Astonish at the centre of the cleaning community, we first needed to conduct research to discover what was and wasn’t working to determine the best way forward for this campaign and the future of Astonish. 

After extensive discovery, including research workshops and search audits, we identified a clear disconnect between Astonish's on and offline (packaging and TV) brand presence. While the brand’s in-store offering was confusing, the website and digital marketing were clear, allowing the brand to shine.  A re-alignment of digital brand positioning and campaign messaging needed to be at the core of future amplification.

Research revealed core consumers associate both eco-friendly and value products with poorer cleaning results. Our digital activation sought to combat these misconceptions, educating product efficacy was at the heart of the messaging whilst also highlighting the eco-credentials and affordable price point through the use of demonstrative video content.

Influencer Outreach

After our extensive research, we designed and delivered over 150 bespoke product mailers to influencers with a combined audience of over 11.3 million. 

These mailers were followed by an exclusive event in London - the first of its kind for influencers in the cleaning community after COVID-19 lockdowns. 

The event hosted 25 key influencers from the cleaning community, including big names like Lynsey Queen of Clean (267K followers) - a bestselling author, Channel 4 presenter and regular guest on This Morning & Good Morning Britain. 

The total influencer attendee follower count surpassed 1.9 million, with guests producing £26,400 worth of social media content for free. This was a major success, considering no influencers were paid to attend the event. 

Social Coverage

As part of our campaign, we asked ourselves what is it about a freshly cleaned home that makes us feel great? We call it “That Cleaning Feeling.” 

We wanted to tap into the community feeling that cleaning isn’t a chore, it’s an enjoyable necessity that brings people together. 

Therefore, we included playful imagery highlighting the emotional reaction to the results you can achieve with Astonish. Inviting the audience to try it for themselves and #beAstonished.

Via social channels, we brought the brand’s new visual identity to life through interactive campaigns and formats. Utilising our #beAstonished hashtag, we took advantage of short-form videos and shared user generated Reels to showcase community content. We took the time to engage audiences and gather insights with fun polls and quizzes on Instagram stories. As part of our strategy we also included Instagram Live broadcasts and partnerships with influencers to give cleaning tips and ideas.

We partnered with retailers to tap into their audiences and push the campaign message. To top it all off, we hosted competitions as an incentive for the community to share their content and get involved in the campaign.

In just 6 months, online sales doubled from £7,300 sales per month with 220 orders, to £14,000 sales over 471 orders. 

Results

£1,000,000 had previously been spent on TV advertising, reaching 10.3 million people. For this digital campaign, with a budget of under 10% of the original (including media), we reached 11.9 million people. 

The influencer event was a massive hit, with 100% of attendees posting coverage and continuing on post-event, attendees posted about Astonish 150% more than prior to the event.

Engagement levels on social media boasted massive growth, with Facebook engagements increased by 181% and Instagram engagement increased by a substantial 3515%. 

We managed to double the monthly follower growth rate and increase the monthly website traffic from social by 101%. User-generated content saw a 155% increase in the content created monthly.

The team have worked very hard to take our social presence to the next level! With their experience and expertise they have smashed through the brief and elevated Astonish. We are very grateful for their prowess and skills! They are an Astonishing team!

Nick Moss, Marketing Manager, Astonish