HOMETHINGS
The next generation eco cleaning brand
ABOUT THE PROJECT
Homethings: The next-gen eco brand, cleaning up cleaning
We love working with brands who are disrupting the status quo in their categories, so when Homethings approached us in 2022 to help build their profile post their successful Dragon’s Den appearance, we jumped at the chance.
Dragon’s Den had clearly put Homethings on the map for their first-of-their-kind waterless reusable, refillable and plastic-free eco cleaning products where you JUST ADD TAP. But their mission to ‘change the way the world cleans’ had only just started, there was work to do.
Built on the single insight – that over 90% of cleaning products are water – and it’s bonkers that we’re shipping this around the world in single use plastic – how could we work together to get everyone to understand just how bonkers this is with a limited budget!
Our initial strategy was two-fold: how do we get buyers to take notice of Homethings and consumers to understand the message and usage? To drive visibility and credibility for the brand to get buyers to take notice, we focused on getting accolades that hero the innovation and the talented founders behind the business.
This resulted in Homethings winning industry bible The Grocer’s coveted Start Up of the Year award.
To drive awareness of the brand among buyers, we created thought leadership articles, promoted new listings and campaigned on industry issues.
To drive consumer visibility and advocacy we created a campaign that focused on the products USP’s and leant into the rebellious nature of the brand and that centre on gaining influence firstly from early adopters, those media and influencers that have a particular interest in the environment to then broadening out to those interested in improving their lifestyle with small changes that make a difference. Key to the campaign has been bold social media activations, influencer and media product seeding, news agenda hijacking, product reviews and listings including Vogue, The Independent, Waitrose Weekend and a whole host of others. And this is just the start….
THE
GROCER
Numerous category
leadership articles
FOUNDER
PROFILES
incl Evening Standard, The Times
and Daily Express
TOP TIER
PRODUCT
COVERAGE
incl. Vogue, The Independent
and Waitrose Weekend
