Case study · Home & Interiors
Astonish, the UK’s leading cruelty-free cleaning brand, wanted to be the name people trust for household advice. Our always-on press office combined cleaning tips, product placement and proactive stories. In 12 months it earned 534 pieces of coverage, 150+ national, with 420 links and 2,200 direct visits to the website.
- 2.2K direct website referrals
- 534 pieces of coverage in 12 months
- 150+ national pieces
- 420 links
- Client Astonish
- Sector Household cleaning, FMCG
- Services Always-on consumer press office, product placement, expert commentary
- When 12 months
- Audience UK households
- Channels National consumer and lifestyle media
What did Astonish need?
Astonish competes in a crowded category, with competitors all chasing the same shoppers. It wanted to be known as a trusted household authority, with consistent coverage in national consumer and lifestyle media.
- Business objective: encourage product purchase.
- Communication objective: position Astonish as a trusted source of cleaning advice, with consistent national coverage and links to its website over 12 months.
What was the insight?
People search for how to clean something before they search for a product. The brand that answers the question earns the sale.
The idea was advice first.
What did we do?
- Advice-led commentary. Cleaning hacks, seasonal tips and expert comment for journalists.
- Product placement. Astonish products in trend-led features and round-ups.
- Proactive and reactive PR. We jumped on timely moments to keep Astonish in cleaning conversations.
- Links in coverage. We pushed for links to drive traffic and purchase.
What did it achieve?
Results by stage of the AMEC evaluation framework, with the source for each figure.
| Stage | Measure | Result | Source |
|---|---|---|---|
| Outputs | Pieces of coverage in 12 months | 534 | Prohibition coverage log |
| Outputs | National pieces | 150+ | Prohibition coverage log |
| Outputs | Combined media reach | 2.6bn | Prohibition coverage log |
| Outputs | Links achieved | 420 | Prohibition coverage analysis |
| Outcomes | Direct website referrals from coverage | 2.2K | Astonish web analytics |
What did Astonish get from it?
A year of being the brand people read when they want cleaning advice, with 2,200 readers clicking through to Astonish.
What did we learn?
- Answer the question. Advice earned more coverage than product news.
- Always on beats one-offs. A steady flow kept Astonish front of mind.
- What we would do differently. track referral sales, not just visits, so the link to purchase can be shown.
