Devising a creative and integrated campaign
Founded in 1920 by Lucian Ercolani OBE, ercol is a name synonymous with British furniture design, expert craftsmanship and a commitment to superior quality that is revered by an ever-increasing international audience.
Celebrated for its signature mid-century collections as well as an expanding portfolio of contemporary ranges, an authentic passion for design has been at the heart of ercol since its inception.
Offering a wealth of living, dining and bedroom solutions, ercol’s furniture is designed by an accomplished in-house team.
In addition, collaborations with industry talent and leading fabric houses have allowed ercol to draw on global influences to establish itself as a world leader in furniture design.
Evolve ercol’s previous strategy, which focused purely on traditional print media in home interest titles and national press.
Create one unified strategy where the brand could reach a younger audience via bloggers and influencers as well as journalists and stylists.
Broaden consumer awareness of new products and core collections rather than relying solely on the Originals range.
eyeballs reached through editorial coverage
online links – and 23 follow links secured
users targeted across Instagram
Building relationships with key bloggers and tastemakers is an essential part of reaching new and younger audiences. This activity did not replace traditional media relations, but simply acted as another layer to the PR campaign, supporting the evolution of ercol’s audience.
Targeting new audiences who are actively looking for home inspiration ideas was a fantastic way to engage with the next generation of ercol fans. Therefore, Cool Blue identified a hot list of quality influencers who specialised in a variety of fields such as design, styling, renovation and lifestyle driven content.
This campaign explored every level of influencer activity, from paid for large-scale activity to gifted product and product loaned for styling. This created unique content as well as allowing for an exclusive ‘behind the scenes’ insight for these new audiences.
The result — ercol continues to be a key player in the blogging and influencer community.
To capitalise on the brand equity of relevant third-parties, Cool Blue proposed an exciting product collaboration from a select list of established brands and emerging talent. Collaborations excite the media and reach new audiences as well as increasing brand awareness so ensuring the right partner was selected was key.
From the proposed list, ercol and Cool Blue selected Flock as its collaboration partner and set about developing a package of activity that would satisfy all parties. This included the design of the product itself, hosting meetings with the designers to create a unique and striking piece as well as creating editorial photography and a detailed media launch plan.
To ensure that the collaboration would have longevity and create immediate impact with the press, Cool Blue worked with ercol to ensure that the products were stocked by an established retailer. The company selected was Heal’s, due to its reputation for high-end design and a creative aesthetic.