Key takeaway
A successful influencer marketing campaign combined with high-quality product packaging can completely refresh an older brand. By focusing on a specific local PR strategy, businesses can boost their brand awareness, increase online engagement, and drive major retail sales.
Strategist’s Insight – Veronica Colombo
“Let’s be honest, nobody actually jumps out of bed excited to scrub the floors. Our job with Zoflora was to change that, or at least make it smell amazing.
We took their new tagline, ‘Oooh Zoflora’, and leaned right into that satisfying feeling you get when the house is finally clean and you can sit down with a cuppa.
By sending out gorgeous gift drops to the right people, we didn’t just get standard reviews; we got a massive wave of organic shares that made cleaning look, dare I say, a bit luxurious.”
The Brief
Zoflora wanted to introduce its fresh new look and playful tagline, “Oooh Zoflora”, to the Irish market. The goal was to step up their image from a standard disinfectant to a premium, must-have product for people who take pride in their homes. They needed a plan that would get the brand noticed online and highlight their long-lasting, luxury fragrances.
The Strategy
Our plan focused on showing the product in action and getting real people to share their honest reactions.
Top-Tier Influencer Partnerships: Teamed up with well-known Irish lifestyle and beauty creators to show how they use the product in their own daily routines.
High-Impact PR Drops: Designed a beautiful, premium package to send to creators, aimed at getting them to instantly snap and share it on their channels.
Word-of-Mouth Marketing: Focused on the sensory experience of the product—the incredible scents, to get everyday consumers talking and buying.
The Implementation
Influencer Content Creators
We partnered with Niamh O’Sullivan, Marissa Carter, and Brandon Stone. Instead of boring, staged adverts, they created fun, everyday videos showing the many different ways to use Zoflora around the house. They focused heavily on that wonderful, satisfying feeling you get right after a deep clean.
Bespoke PR Press Drops
We designed and sent out a custom PR gift pack to a curated list of Irish influencers. The presentation was so spot-on that it achieved an incredible 90% conversion rate (meaning nearly everyone who received it posted about it for free), whereas the usual industry standard is only around 30%.
The Results
Massive 90% Posting Success: The custom gift drops smashed industry benchmarks, filling social feeds with beautiful, organic pictures and videos of the new bottles.
Better Brand Image: Successfully shifted Zoflora’s image into a more premium, modern lifestyle category.
Huge Market Visibility: Flooded the Irish social media market with positive word-of-mouth recommendations, making the new tagline instantly recognisable to shoppers.
