AKW Case Study
Awareness and PR
Objective
Our approach
We initiated a trade PR programme that positioned AKW as the thought-leader
in this area, offering advice to installers and specifiers on best-practice lighting installation in accessible bathrooms.
We created a white paper in conjunction with occupational therapists on the subject of bathroom lighting for those with visual impairments, mobility challenges or dementia.
We then created video content to promote the collateral, as well as thought-leadership pieces and installation case studies for key housing association, care home and other public sector trade press. Installers were also targeted via articles, with a key title combining the article with a giveaway competition.
The results
35.5 pages of editorial on the subject in key tier 1 media, with an AVE of £78,776
The installer competition generated 48 entries with 9 direct sales leads
Tomorrow’s Care finalist as a result of the PR campaign.
The task focused lighting campaign generated fantastic brand awareness and thought leadership for our occupational therapy audience. We decided that Conditions Based Marketing was the best approach for this product range. Task focused lighting is a specification product that takes longer to implement so it’s fantastic that the campaign has created such great awareness which is generating leads.
