PR, influencer and social media agency Smoking Gun has developed a provocative campaign for the launch of Philips’ OneUp electric mop.
The agency was appointed to launch the new product category and has hit the ground running with a media relations and influencer campaign, plus a ‘FLASH MOP’ activation at the Home, Life and You consumer show at London’s Excel.
Smoking Gun commissioned research exposing an uncomfortable truth: traditional mopping methods are making Britain’s floors dirtier, not cleaner – with mums bearing the brunt of impossible cleaning standards.
The ‘Filthy Britain’ campaign spans micro-influencer gifting across new parents, pet owners and homeowners, through to a macro-influencer content series. This includes ‘Floorplay’ – fronted by This Morning cleaning expert Lynsey Crombie – which uses live dirt cameras and germ dish tests to expose what’s really lurking on UK floors.
Rick Guttridge, Smoking Gun’s CEO, said: “Securing culturally relevant insights and the right talent mix is critical to driving cut-through in low-interest categories. This campaign transforms a mundane household chore into a conversation-starter by tapping into universal truths about modern parenting and home pride.”
To find out how Smoking Gun can revolutionise your next brand launch, visit smokinggun.agency.
