Challenge
Safeguard Europe is a recognised and trusted B2B brand amongst builders, contractors and the public sector and regularly secured media coverage in the trade press. However, after expanding the product range to target the B2C channel, it wanted to raise awareness of its brands and products in mainstream consumer media, with a particular focus on the “red top” nationals and lifestyle magazines.
Approach
The Flywheelers worked to establish a high-impact media relations programme for Safeguard Europe that tapped into human interest stories that aligned with its core brands.
Key tactics included:
- Working with influencers to show aspirational uses of their products
- Offering practical tips that would enable people to improve their homes or overcome common issues in the home
- Tapping into the news agenda with reactive commentary and advice, for example around the bed bug crisis in the summer of 2023 and new government guidance around ‘traumatic damp’ in the autumn of 2023
Impact
Between April 2023 and June 2024, The Flywheelers secured 120 pieces of coverage for Safeguard Europe’s brands in red top nationals and consumer magazines, which was 240% up against our coverage KPI.
These included multiple articles in The Sun, The Express, GB News, Woman and Home and the Metro.
Of these articles, 89% included a backlink to the product pages on the Safeguard Europe website or other third-party sites.
