Domestic cleaning equipment specialist Kärcher has partnered with publisher Future to promote its Wet & Dry vacuum cleaner range in a multi-faceted campaign across Future’s specialist home titles.
The month-long campaign targets high intent home shoppers ahead of the ‘golden quarter’, and includes digital display, videos, social content including ‘social instazines’, article and advertorial content and email takeovers.
The campaign, brokered by media agency Starcom, will reach around 8.2 million readers of Future titles including Ideal Home, Homebuilding & Renovating, and Livingetc, and concludes at this weekend’s Homebuilding & Renovating Show at ExCel London with a masterclass talk.
Heather Young, Editor, Ideal Home and Style At Home at Future said: “Ideal Home exists to help our readers make all those practical decisions to create a home that not only looks stylish, but runs like clockwork, too. Our core audience of super-busy mums is looking for guidance on products that will make their lives easier, which is why Kärcher’s range of Wet & Dry Vacuum Cleaners is such a perfect fit, giving them the tools they need to tackle a huge array of household chores and projects.”
Hands-on capabilities with a hands-on campaign
Through the partnership with Future, Kärcher had access to expert editorial voices who regularly speak to engaged, high intent readers, ensuring the brand seamlessly reached a range of key markets, but with tailored messages for each title.
The campaign has released new video content weekly throughout September, landing ahead of Black Friday, Cyber Monday and Christmas. Future’s Homes and Garden category was the second highest performing vertical on this year’s Amazon Prime Day in July, with increases in purchases for non-discretionary goods like vacuum cleaners.
James Gordon, Marketing Director at Kärcher UK said: “Reaching the wide yet targeted audience required for our Wet & Dry Vacuum Cleaners demands a bespoke approach to content curation and targeting. We’re delighted to be partnering with Future to highlight the power of the product - and the power of a Kärcher clean. We’re looking forward to seeing this multi-channel campaign come to life and taking part in the Homebuilding & Renovating show at the end of September.