Client: Stannah
Working with relevant influencers to drive media coverage
The beloved British stairlift and homelift manufacturers Stannah wanted to find a way to engage with baby boomers and warm up perceptions of the brand amongst the next generation of (potential) customers.
Elevating influencer partnerships within the PR strategy
After a period of writing various lifestyle blogs for the Stannah website, we identified the potential for a credible gardening expert; due to how many green-fingered fans there were in the brand’s core audience segment. We also knew gardening was a topic that lifestyle media wrote about regularly throughout the year.
Sowing the seed with possible influencers
We made a long list of TV gardeners and RHS media-friendly experts. We were about to approach an obvious name until we heard a Radio 4 interview with the wonderful Mark Lane. A figure who not only resonates with both target audience groups, but also who can personally relate to mobility restrictions.
Fertilising the content bank
Light-touch search insight by our Planning team and insider knowledge from Mark led us to articles for the website and topic stories to pitch to the media, such as:
• The physical and mental benefits of being in the garden
• Hot new trend - vertical gardens
• Gardening with your grandchildren
• Designing an accessible garden
The PR coverage results are in bloom
We started pitching in March 2021 and so far…
IF YOU’RE INTERESTED IN WORKING WITH US ON YOUR OWN DIGITAL PR, GET IN TOUCH: HELLO@WEAREBOTTLE.COM