6 Home & Garden Brands We've Helped Build

We’ve got over 30 years of experience in home and garden PR (we know – we don’t look old enough).

During that time, we’ve been lucky enough to work with a host of companies doing brilliant things, from major household names to innovative start-ups transforming the world of home interiors and gardening.

We’ve helped brands launch, reach new audiences, transform their reputations, steal share of voice from the competition, reduce their reliance on PPC, or simply become as well-known as they deserve to be.

And we’ve learned a thing or two about engaging with homeowners and the entire home and garden supply chain along the way. Here are just six examples of our work in the industry.

In an increasingly competitive market, Origin Global wanted to maintain its share of voice, position itself as the discerning choice amongst its audience of installers, housebuilders, architects, and homeowners, and, ultimately, drive leads.

We achieved this by devising an ongoing digital media relations strategy designed to reach and engage Origin’s target audience at every stage of the purchasing funnel, driving long-term brand awareness and high-quality leads to the website.

We used a combination of tactics, including emotive news stories designed to secure coverage and backlinks in top-tier lifestyle media, strategically placed advice pieces in key trade and renovation publications, and reactive comments to position Origin as a leading authority on luxury homes. We monitored the media agenda, consumer behaviour, and competitors closely to inform our activity, allowing us to pitch timely, relevant content to reach each of Origin’s four target audiences.

The strategy was a success. We secured 144 pieces of media coverage in the 12 month period, including 122 backlinks and 614 brand mentions – a metric that is more important than ever in the AI era.  The coverage was viewed over 3 million times online.

This contributed to Origin’s overall site performance and traffic increasing year-on-year. Plus, it maintained its position as the brand with the largest share of voice in consumer media, outperforming its competitors significantly.

Oxley’s sales had historically been driven by its commercial customers, but it identified homeowners as another potential customer group. So, we needed to build brand recognition amongst this consumer audience to drive its next phase of growth.

As a luxury furniture brand, Oxley’s sales opportunities lay with high-net-worth homeowners. And our audience analysis revealed that these individuals want to invest in products from companies that are doing good. This defined our strategy: to establish Oxley’s as the ‘good’ choice for luxury, sustainable living.

We achieved this using a combination of onsite and offsite tactics. To capitalise on existing search demand, we created an onsite content calendar of optimised blogs, combining educational content with aspirational lifestyle advice to establish Oxley’s as a leading authority on luxury, sustainable living in the eyes of both its audience and algorithms. This was coupled with offsite advice, guides, and listicles placed in high-authority lifestyle media to increase reach, authority, and backlinks.

Our activity boosted Oxley’s online visibility for its target keywords, as well as drastically increasing the number of branded searches per month. We secured 33 pieces of coverage and 22 backlinks in a range of highly targeted national and lifestyle media, including The FT, The Independent, Luxury Advisor, The English Garden, and Ideal Home.

SpeedComfort is one of the leading providers of radiator fans in the Netherlands and Germany. It needed support launching its product to the UK market in time for winter 2024/25. But, with both the brand and the product category virtually unknown amongst UK consumers, we quickly identified several jobs to do: reach new audiences, educate these audiences about radiator fans, and position SpeedComfort as superior to its competitors.

We start every campaign with detailed audience research to help us understand what makes them tick. During this process, we found that SpeedComfort’s target audience consider and research products carefully before purchasing. So, building social proof and positive endorsements was crucial.

With this in mind, we created a strategy with four key components designed to build awareness and trust: influencer partnerships, media reviews, awards, and news stories that positioned SpeedComfort as an authority on keeping homes warm for less during a challenging winter in the UK.

The campaign was successful in securing 72 pieces of media and influencer coverage, 2.2 million views, 70 backlinks, and over 2,000 direct referrals to the web shop. As a result, SpeedComfort ended its first season in the UK market with a 71% share of voice compared to its competitors.

Carbon Gold, the UK’s number one producer of enriched biochar gardening products, wanted to increase understanding about the environmental benefits of gardening with biochar amongst its audience of home gardeners and retailers.

Whilst the gardening community in the UK was already very engaged in the topic of sustainability, understanding about biochar – and its positive impact on soil health – was still limited.

So, we set about increasing education by reaching our target audiences with relevant information and advice in the sources they trust. Our strategy included three key channels: gardening bloggers, consumer media, and gardening trade publications.

The approach proved a big success with media and bloggers alike. During the six month project, we secured 35 pieces of coverage in top-tier media and blogs, including four pieces in national newspapers. This coverage resulted in 25 backlinks, which drove direct traffic and positively impacted Carbon Gold’s sitewide SEO.

Just Fabrics, a leading fabric supplier, was launching an online learning platform for soft furnishing and upholstery courses, called The Academy. With competition from low-cost, low-quality rivals, it needed to raise build its reputation as a premium service to stand out from the competition and fuel its sales pipeline.

To build trust and boost reach, we created a campaign designed to engage relevant influencers and the media.

We used three main tactics to secure coverage in the media: launching the news with an engaging story, targeting shopping pages in relevant media, and inviting a curated list of key journalists to try the course and share their experiences with readers.

In addition to our media work, we launched the Just Fabrics The Academy Ambassador programme, partnering with five top influencers in the craft and home interior space. These ambassadors shared their journey with The Academy, from their classes to the end product, creating an additional bank of positive reviews and inspiring their followers to learn a new skill with The Academy, too.

The content produced by the influencers proved a huge hit with relevant online communities, performing over 100% better than the industry average, and achieving over 68,000 impressions (and counting!).

With coverage in leading women’s lifestyle publications such as Prima, English Living, Period Living, and Cotswold Life, our media work was equally successful, with coverage being viewed by over 316,000 relevant consumers in a three-month period.

Exterior paint brand, Sandtex had a new range of historically accurate neutral colours to introduce to the market.

The colours were classic, but, as a result, not very exciting or new. So, we needed to find a way to make the introduction of this range interesting to homeowners, architects and the trade.

Our solution? We made a virtue of the fact that these paints were sensitive to the UK’s heritage and original architecture by introducing the concept of colour pollution, making the brand the very first to discuss this concept.

To raise awareness of the concept, we created the first-ever report scoping the problem of colour pollution. The report – and Sandtex’s new range – was launched at an official event at The Royal Society of Arts in London. Media in attendance included the FT, Times, Daily Telegraph, Riba Journal and Architecture Today, together with key DIY and home improvement media, including House Beautiful, Period Living, and trade publications, like Builder’s Merchants Journal.

We secured coverage in all of these publications, and the range quickly found favour with retailers, who all stocked it. The combination of good retail distribution, along with intensive ongoing consumer media relations, including case studies, how-tos, and advice on creating classic looks for each region, ensured consumer pull-through, and the range quickly established itself, outperforming sales targets by 13%. 

Whether your brand is an exciting scale-up looking to reach a larger audience of homeowners or industry professionals for the first time, or a well-established brand that needs support driving traffic, we can help.

Get in touch at susannah@energypr.co.uk to find out more. We love a chat!