The Need
With an established presence throughout Europe, SpeedComfort wanted launch its radiator fan to the UK market. Not only was it a new brand, but our research found that the product category was virtually unknown in the UK, so education would be crucial.
How We Helped
Following our market research and competitor analysis, one thing stood out to us. As Brits, we’re naturally sceptical – especially of new brands or technology we haven’t heard of. And SpeedComfort was both of these.
So, for the UK launch to work, we knew our PR strategy had to focus on growing brand awareness, educating consumers, and, ultimately, instilling trust.
To achieve this, we created a bespoke programme designed to deliver exactly what SpeedComfort needed:
- Media reviews – The best way to prove SpeedComfort’s product? Putting it to the test. We secured product reviews in national, regional and technology media that we know the target audience reads, building trust in the brand, deepening its credibility amongst its new UK audiences and driving traffic back to its web shop.
- News stories – We devised three news stories designed to offer mass media appeal to maximise reach and position SpeedComfort as an expert in keeping homes warm for less. To create strong hooks, we conducted a consumer survey which investigated the physical and mental impacts of being cold. This provided us with new, owned data for three timely news stories:
- The impact of the cold on the elderly, timed just after the Winter Fuel Payment cuts for a timely news hook
- The number of children who go to bed cold in the winter, released when temperatures dropped and pushed again ahead of the Christmas holidays
- Unusual tips to keep your homes warm, hitting consumers when temperatures were at their lowest
- Influencer collaboration – We targeted and collaborated with influencers that SpeedComfort’s target demographic engage with, securing endorsements from trusted sources. This created social proof for SpeedComfort, reassuring potential customers the product could really ‘walk the walk’.
- Awards – Finally, to create even more third-party endorsement, we targeted the most reputable UK awards from consumer-facing organisations and industry authorities to truly establish SpeedComfort as a brand Brits can trust.
