Hansgrohe is one of Europe’s leading premium brassware manufacturers, delivering the latest in technical innovation for the bathroom to its customers worldwide.
With the challenge of growing follower growth across its UK social platforms, our team recognised the need for more design-savvy content that engaged, inspired and informed if this organic growth was to occur. The brand’s existing visual content for its FinishPlus collection was not resonating well given it was clinical and inauthentic.
Our digital and PR teams worked together to devise the brand’s first influencer campaign -#myconceptbathroom – that focused on injecting personality, colour and life back into the collection whilst broadening consumer appeal, through the use of influential design ambassadors. Celebrating customisation possibilities in the bathroom and harnessing the expertise and diverse follower base of three leading lifestyle influencers, we created fresh assets to use across social, marketing and PR.
The power
We challenged our diverse panel of influencers, all with very different styles, to create concept bathrooms that showcased distinctive finishes on key products in a playful, authentic way. We secured involvement from Laura Hunter, Melanie Lissack and Dee Campling, managing partnerships from conception to completion.
A one-day London photoshoot enabled us to capture content from each roomset, interviews with designers and behind-the-scenes footage for wider brand collateral and press material.
We created a robust social strategy across influencer and own-brand channels, including paid and organic activity, to maximise exposure of the campaign.
Influencer content was used to secure press features in leading consumer and design publications in order to drive awareness of the FinishPlus range amongst consumers.
The impact
Net follow growth on Instagram increased by 3% with a 60% MoM increase.
Organic content received over 100k impressions, whilst paid activity saw over 550k impressions and over 9k link clicks to product pages.
Coverage in multiple consumer and lifestyle publications with a reach of over 65k.
60
%
MoM increase in followers
100
k
Organic impressions per post
500
k
Paid impressions per post
If you’d like to know how Houston can help you, get in touch with our team
