With Aquaclean being completely unknown to the UK market, and boasting some strong claims to being completely stain resistant, Brass were tasked with raising brand awareness and creating a campaign that would make people ask for Aquaclean in store when next buying a sofa.
The ‘Kid Kafé’ campaign was designed to celebrate the very essence of the brand, rooted in the notion that Aquaclean is a tool to ‘lifeproof’ your sofa and inspired to showcase this through the eyes of those who truly live a worry free life – kids.
The integrated campaign was delivered through a one day event to launch the first ever Kid Kafé, a café ran entirely by kids. This resulted in the opportunity to create content for multi-channel use that would resonate with Aquaclean’s target audience.
An extensive paid media and influencer campaign utilising the content created at the shoot lead to over 12m media impressions, and a reach of over 235,000 with targeted influencer audiences. The campaign also saw an upward trend in brand searches and 7.7k direct website visits as a result.
Lucy Baird, Head of PR at Brass, said: “With UK awareness being a core objective it was imperative our content worked hard to engage our key audience. We are incredibly pleased with the results generated through the campaign, and what’s more, feedback from John Lewis confirmed that they had seen a 24% YOY uplift in Aquaclean sales following the campaign.
Javier Miro, Marketing Communications Manager at Aquaclean, said: “Working with Brass is a pleasure. Not only was their creative thinking second-to-none, but their strategic approach, insight, planning and delivery went off without a hitch. They really got to grips with Aquaclean as a brand and our audience. The results speak for themselves.”
The full Kid Kafé video can be found here: https://www.youtube.com/watch?v=OyIzPJZRHS0