Situation:

Low awareness of the Morphy Richards Garment Care category

Problem:

Create engaging online content around a product with no emotional cues and improve the website backlink profi le to aid SEO

Solution:

Create the first ever World Ironing Championships and use Linford Christie to front the campaign: the ‘I’m A Celebrity Get Me Out Of Here’ contestant is an ironing fanatic

Innovative communications:

Production of an entertaining viral video, starring Linford, complemented with a viral video seeding campaign

Business growth?:

>180 quality backlinks, driving 300% increase in web traffi c Online coverage included Daily Star, Telegraph and Guardian

Posted by on July 28th, 2011