the brief.
Ideal Heating, one of the UK’s leading boiler manufacturers briefed us with producing a Digital PR campaign to lift the nation’s spirits during a very tough winter in lockdown, with a secondary objective to engage their installer community online. We created a campaign to “fuel a nation of winter workers” by providing free warm drinks and celebrating winter heroes during lockdown.
the challenges.
We partnered with Maude Coffee, an independent coffee specialist to create a limited edition “Ideal Blend” coffee. The blend was crafted to include ingredients that contained warming properties linking back to Ideal Heating’s business position as the UK’s leading boiler manufacturer.
Central to the campaign was a social media competition asking followers to nominate a friend, family member or colleague who deserved a surprise for their hard work over the winter months. We utilised the Ideal Heating social media channels and their large, engaged audience to promote the competition and wider campaign messaging. We produced social media campaign graphics and copy to promote activity.
We collaborated with influencers to amplify the campaign and competition, gifting them a winter warmer kit which included a branded Ideal Heating travel mug to promote the company’s green energy credentials, Ideal Blend coffee and a percolator. Target media for the campaign included heating industry press to reach the Ideal Heating installer community, wider business press and regional press. We gained coverage across each of these verticals and positive feedback from the influencers who took part in the campaign.
We received over 1,700 nominations for the winter heroes across a two week period and sent out 250 branded winter warmer packs. The campaign resulted in 11.2K estimated coverage views to an audience of over 60K people organically and met all of the campaign objectives outlined by the client.
