3 key takeaways from How to Clean Your House

POSTED ON: 26/06/19 TAGS:

by katie

How to Clean Your House

Earlier this year, Janet Aspey won the BMS Award for Best Guerrilla Campaign, along with her colleague Hannah Sawyer. Here Janet shares three of the key takeaways from that campaign:

  1. Partnerships were really key for us in this campaign in order to get as big a reach as we could with a small budget,  and as much visibility for the book as we could in a short time frame. We knew partnerships were going to be a crucial element for the campaign and that any we secured would need to work very hard for us.This was a late edition to the publishing schedule, which meant we had to be very agile and proactive from the start of the campaign to secure them. This was a mixture of reaching out to brands that Lynsey works with, as well as other cleaning brands to secure as broad a reach as possible.We secured a great range of partnerships – from high end partnerships like AirCraft Home to lower cost partnerships like Marigold and Scrub Daddy. Inclusion in their newsletters, great prizes and promotion on their channels played a huge part in the books success. Working with so many partners has been so useful to me as a marketer; particularly working with them in different ways to get the most out of them.
  2. Agile marketing was key here and it showed what can be possible in a short time – in just seven weeks before publication. It was a massive team effort for everyone. The campaign is still going for the book, as more and more brands are keen to work with us, which goes to show just how useful brand partnerships can be.
  3. One thing that didn’t work as hard for us as we’d hoped was our pre-order competition to win a cleaning consultation with Lynsey; had we had more lead time and been able to place this with a media partner this could have worked much harder for us in terms of driving sales. It did however provide a great springboard for the campaign along with the cover reveal, and Lynsey was an asset. Having her lead on elements, and add value to her existing fanbase, was key at the start to make quick impact.

Thank you for sharing Lynsey!

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