Textiles Marketing

Aquaclean launches UK’s first Kid Kafé to promote stain-proof fabric


By Michael Feeley, Founder and chief exec

April 29, 2019 | 2 min read

Stain-proof fabric company Aquaclean has launched into the UK market with a six-figure integrated campaign in collaboration with Leeds-based integrated agency Brass.

With the Aquaclean brand completely unknown in the UK, Brass was tasked with raising brand awareness and creating a campaign that would make people ask for Aquaclean fabric in store when next buying a sofa.

The resultant ‘Kid Kafé’ campaign was designed to celebrate the essence of the brand, rooted in the notion that Aquaclean is a tool to ‘lifeproof’ your sofa and inspired by the idea of showcasing this through the eyes of those who truly live a worry free life - kids.

The integrated campaign included a one-day event to launch the first ever-Kid Kafé, a café ran entirely by children. This provided the opportunity to create content for multi-channel use that would resonate with Aquaclean’s target audience.

An extensive paid media and influencer campaign utilising the content created at the shoot lead to over 12m media impressions, and a reach of over 235,000 with targeted influencer audiences. The campaign also saw an upward trend in brand searches and 7.7k direct website visits as a result.

Javier Miro, marketing communications manager at Aquaclean, says: “Working with Brass is a pleasure. Not only was their creative thinking second-to-none, but their strategic approach, insight, planning and delivery went off without a hitch. They really got to grips with Aquaclean as a brand and our audience. The results speak for themselves.”

Lucy Baird, head of PR at Brass, adds: “With UK awareness being a core objective it was imperative our content worked hard to engage our key audience. We are incredibly pleased with the results generated through the campaign.”

Feedback from John Lewis confirmed that they had seen a 24% YOY uplift in Aquaclean sales following the campaign.

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