Cleaning is for the whole family
Почистването е за цялото семейство
Home cleaning is part of every household routine – regardless of the frequency of its implementation. It promotes the pleasant and cozy atmosphere at home, and thus – the well-being and happiness of the whole family. This insight is a proof of the great importance of high-quality domestic appliances supporting these activities to every household.
Having said that, in 2023 we, at Paragraph 42, a preferred partner of Ketchum in Bulgaria, took the responsibility to establish an entirely new home cleaning product on the market – with no alternative in the “Upright vacuum cleaners” category. We partnered with Philips Home Living to raise awareness about their newest handstick – Philips AquaTrio 9000 Series. To make the task even more challenging and deepen the long-term effect, we opposed to the established belief that women (especially mothers) are the only ones in charge of home cleaning. Our key message was “They all need help and are entitled to receiving it more often”.
To establish this claim, we reached out to key opinion leaders – a celebrity and micro-influencers with engaged audience, passionate about home cleaning, and lifestyle media outlets. We implemented the campaign in their own digital platforms for 5 months. The results were wonderful! We reached 1+ mln. people and got 150K+ reads of media materials and blog posts. More than half our partners proactively initiated a follow-up phase to further establish the key messages in 2024 – for free.