Delphis Eco – retail and consumer launch
the brief_
Delphis Eco, a professional eco cleaning manufacturer planned to launch its ecological household cleaning range into 260 Waitrose branches and at Waitrose.com after a decade of pioneering British made, professional cleaning products in the toughest commercial cleaning environment. Siren Comms was briefed to reach Waitrose shoppers and deliver cut-through PR messaging and tactics.
the approach_
The Siren team grabbed attention by using powerful sales figures over the last year with the hook of 1 year since lockdown, showing how the demand of sustainable cleaning products had increased since the start of the pandemic. This was pitched to business pages and for broadcast opportunities with client media training provided before each interview.
Through advertorials, Siren wanted to capture Waitrose readers and South West London communities with spring clean focused and interview features.
Siren leveraged the existing partnership with Sarah Beeny. A big fan of the Delphis Eco products, to draw in new audiences to the Delphis brand, signposting Waitrose as the call to action. Plus, we engaged relevant social media influencers with trial of the product by designing and executing a targeted media drop.
All throughout, consumer media were engaged with a range of topical shorts, releases, media requests and reviews through the media drop.
the result_
Week-on-week sales in Waitrose stores and online increased throughout the campaign. In fact, the top referral traffic to the website was from PR placed articles.
After a successful three-month project, Siren Comms achieved 47 pieces of coverage including national TV, newspapers and consumer lifestyle media. Key highlights include The Big Interview which was a double page spread in The Grocer; an interview on Sky’s Ian King show; and a consumer review on Channel 4’s day time show – Steph’s Packed Lunch. The product was put into the hands of key media and influencers providing coverage in the months to follow.
Sales continue to increase year on year and Siren is now supporting Delphis Eco during the run-up to COP26 and the busy Christmas season