For client Heritage Bathrooms, achieving coverage and being front of mind for the big interiors writers and designers can be a case of ‘who you know’, rather than ‘what you know’. With the majority of our lovely contacts working freelance across numerous titles and travelling the globe attending the biggest and best design shows (well, someone has to do it, I suppose!), tracking them down for a sell in or product briefing can be its own #GIDC (generally impossible, definitely challenging!)
That’s why, we took the opportunity during the popular BBC2 design show ‘The Great Interior Design Challenge’ to reach out to our top contacts when we knew they would be online and ready to engage, through live-tweeting and social media outreach.
If you missed the show yourself, the premise is a bit like The Great British Bake Off, but instead of amateur bakes, they up the style stakes with real life interior designer challenges each week.
With controversial design decisions dividing audiences each episode, including a particularly divisive painted ceiling sparking the #PeachGate hashtag, there were plenty of trending topics for us to get our teeth into.
Whilst upping Heritage’s engagement, impressions and brand awareness online, the three consecutive weeks of live-tweeting also meant we could get the Heritage Bathrooms name in front of key contacts and influencers within the interior design sector, without the need for a hard sell or traditional PR approach.
Rubbing virtual shoulders with the design elite, we achieved interactions from everyone who is anyone in the world of interiors – whether that be power blogging duo The Two Lovely Gays, ST Homes interior writer Katrina Burroughs, Elle Deco Editor in Chief Michelle Ogundehin, Interior Design extraordinaire Kelly Hoppen or fabulous guest #GIDC judge Sophie Robinson, keeping the Heritage brand at the forefront for potential future features.
Never ones to paper over the cracks, and always keen to pave the way for new relationships and client coverage, we have found the power of live-tweeting to be a great tool for opening new doors, and virtual meeting and greeting!