Making a water filter giftable
A commodity purchase with no seasonal hook and no news moment. So we built one, months ahead of the holidays.
Scope
Media relations and social media for the San Francisco home water filtration and bidet brand, across the Cypress countertop filtration system and the H2O+ line.
Challenge
Water filtration is a commodity purchase dominated by a handful of mass brands, and Brondell’s products carried no inherent seasonal hook or news moment to pitch against.
On social, the brand needed two things at once: keep existing customers engaged so the products stayed top of mind, and reach new audiences to build awareness and drive sales.
What we did
Rather than wait for a news peg, Crier manufactured one. We ran a sustained sampling and review program timed months ahead of the holidays, placing Cypress units with home, lifestyle and healthy-living editors and bloggers.
By the time gift guide season arrived, Brondell was already in hand, tested and written up, turning an evergreen household product into a giftable one.
We paired the editorial push with a blogger review-and-giveaway program to build a base of authentic user content, and ran Facebook, Twitter and Pinterest to convert that visibility into a growing owned audience.
Results
Brondell landed in Livestrong’s Healthy Holiday Gift Guide, which went out to two million newsletter subscribers and drew 175,000 page views within days, with a direct purchase link back to Brondell.
Additional coverage ran in SpryLiving’s gift guide for healthy cooks, the Charlotte Observer, the Dayton Daily News, Living.Well Magazine, OM Times, Splash Magazines and Homeworld Business, alongside dozens of blogger reviews and giveaways.
On social
Crier added more than 5,000 Facebook fans and grew Twitter following over 30% in three months.
Brand monitoring tracked 734 mentions at 17% positive sentiment against 2% negative.
Where it landed
The short answers
What did Crier Communications do for Brondell?
Crier Communications ran media relations and social media for Brondell, the San Francisco home water filtration and bidet brand, across the Cypress countertop filtration system and the H2O+ line.
How do you get an everyday product into holiday gift guides?
Seed it months early. Crier placed Cypress units with home, lifestyle and healthy-living editors and bloggers well ahead of gift guide season, so the product was already in hand, tested and written up by the time those lists were compiled.
What results did the Brondell program deliver?
Brondell landed in Livestrong’s Healthy Holiday Gift Guide, which reached two million newsletter subscribers and drew 175,000 page views within days with a direct purchase link. On social, Crier added more than 5,000 Facebook fans and grew Twitter following over 30 percent in three months.
Home & housewares
Teakhaus
179 placements and 783M audience through editorial product testing and gift guides.
Biokleen
A Facebook community grown from 32,140 to 45,116 on participation, not promotion.
Repurpose
Owning the straw-ban news cycle in Forbes, Inc. and Architectural Digest.
Let us tell your story
Twenty years of earning coverage for CPG food, home and wellness brands.
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