Campaign: Consumer - Ronseal plots the return of Dimmock

Campaign: Urban Gardens Week
Client: Ronseal
PR team: Lucre
Timescale: January-April 2009
Budget: £10,000

Ronseal wanted to position itself as the first choice for woodcare products for the garden.

Objectives

- To drive sales of garden products especially around the Easter Bank Holiday

- To support Ronseal's online strategy through an increasing presence on search engines.

Strategy and plan

The Lucre PR team created the first ever Urban Gardens Week to highlight that with the right guidance and products, even the smallest space can be transformed into a haven for wildlife and relaxation. Celebrity gardener Charlie Dimmock was recruited as a spokeswoman for media interviews.

Measurement and evaluation

The campaign generated 150 pieces of media coverage including The Times, BBC 6 Music, talkSPORT, Period Ideas and Your Home magazine. An agreement with web portal Tiscali saw weekly pieces from Dimmock appear.

Results

Web visits during Urban Gardens Week rocketed, with a 56 per cent increase in unique users in April compared with the month before. A Google search for 'Urban Gardens Week' showed dominance of the first three pages, and Ronseal reported strong sales in the first quarter of 2009.

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