Numatic: Launching Henry Quick
Henry is one of the UK’s bestselling vacuums; designed, engineered and made in the UK by Numatic. Henry has been built to last, out of the 15 million that have been made since production began, most are still in use today.
Our brief was to launch and create a campaign for Henry Quick, Henry’s first ever cordless stick vacuum to press and influencers, to build awareness and excitement around the launch and ultimately drive traffic to the Myhenry.com website to drive interest and sales.
The CI Group Approach
The team explored various avenues to launch Henry Quick, however together with the client, decided that a sustainable, cost-effective and tried and tested approach of gifting Henry Quick to key editors and influencers along with the press kit would be the most effective route to market.
In an ever growing and saturated market the main challenge was to excite press for the launch of another cordless vacuum. We did this by building a campaign built on the key differentiators and benefits of Henry Quick that completely sets it apart from other cordless vacs.
It was key for the team to communicate Henry Quick’s unique benefits; including dust free emptying, lightweight design and a power cleaning boost mode for those tougher clean ups.
Whilst another key element of the campaign was communicating the heritage, reliability and durability of the brand that is utterly unrivalled.
We built anticipation and excitement around the launch by teasing press with snippets of information about Henry Quick in the run up to its launch to market. Whilst also reminding them of key messages such as Henry’s heritage, reliability and durability.
We had a two phased approach, firstly launching to key editors in the summer ahead of launch so they could meticulously test Henry Quick. We then gifted Henry Quick to a select list of cleaning influencers right before the product went to market with some fantastic branded merchandise and press materials. A very important part of the campaign was encouraging press and influencers to test Henry Quick, including the Good Housekeeping Institute which has given their seal of approval to Henry Quick and subsequently featured it in print and online numerous times.
Results to date in a 10-week period:
- 132+ pieces of quality print, online and social coverage
- Print media readership of 1.75m
- A total reach of 1,130,634+ followers on Instagram
- Organic Henry Instagram follower increase of +40%
- Coverage in top tier titles such as The Telegraph, Good Housekeeping, Real Homes, GQ, T3 and Tech Radar
- Organic influencer coverage across a wide range of micro and macro instagram pages