Corporate / New product launch
Propelair is a private equity-backed developer of high-performance, water-efficient toilet system, which uses 1.5 litres of water per flush compared to the 9-litre UK average. The company commissioned Allerton to raise awareness of the technology and its benefits among UK local authorities and facilities managers looking to save water, money and energy while improving hygiene – and to drive property-sector audiences to the Propelair website.
We undertook a twin-track campaign. Firstly, we generated media coverage through compelling news stories and case studies. Secondly, we drove traffic to the Propelair website by engaging with property, industry and FM groups through a LinkedIn and Twitter campaign. We made extensive use of infographics to simplify and explain the unique process. A key local-government publication ran our expert view on the then forthcoming water industry privatisation. Work coincided with a £2m capital investment by a well-known investor.
We generated engagement with new target groups and thousands of individuals through page lead stories in City AM and Metro, plus coverage in Citywire, The Times, FT Adviser, Evening Standard, Daily Mail and Daily Telegraph and in trade and local papers. We gained the CEO a profile interview in Management Today. Over a 10-month period, there was a big increase in social media engagement – LinkedIn followers up 353%, Twitter followers up 134%.
Client response: ‘We’d struggled getting local authorities to return our calls. But after the coverage appeared, the phones ran hot with enquiries from councils.’