Devising a creative and integrated campaign

The Client

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.

Challenge

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.

Results

48 million

eyeballs reached through editorial coverage

30

online links – and 23 follow links secured

300,000

users targeted across Instagram

An Integrated Campaign

With ercol already an established brand with a rich heritage, the challenge was to elevate the brand to reach and engage with a new audience with a passion for design and craftsmanship. It was essential not to rely on ercol’s history, as to make the brand current, Cool Blue needed to present ercol’s character as one that is forward-thinking and constantly innovating — a key player in today’s design industry.

Therefore, Cool Blue devised a PR campaign which incorporated a fully integrated approach to target this new and younger audience, as well as layering activity that would still appeal to ercol’s core customer base. The team immediately expanded the media outreach to include more design-led and younger titles, as well as relevant online media and influencer social feeds. Developing meaningful relationships with influencers and tastemakers was also essential in securing ercol’s position as a contemporary brand with an iconic design status.

Cool Blue also researched newsworthy and unexpected collaboration ideas to attract new customers and executed its first project in year one of the campaign.

 

Broadening the Ercol audience

As part of the original brief, the team focused on reaching out to a new type of consumer. One who is younger, affluent, hungry for design and well-versed in brands with a multi-channel approach.

The campaign focused on generating a range of on and offline coverage as well as establishing presence on well-read social channels and blogger feeds.

The result — ercol regularly features in design-led titles and channels that reach a younger and design savvy consumer.

Influencer Relationships

Influencer Relationships

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.

Newsworthy Collaborations

Newsworthy Collaborations

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.

The result — the collaboration had immediate media pick up with an exclusive launch in ELLE Decoration (a high-end design title). Cool Blue also secured a wealth of additional coverage in a range of national, online, social and home interest press. This spanned news pages, trend features as well as designer profiles and Q&As on Flock discussing the collaboration with ercol.

ABOUT FLOCK:

Set up by Jenny Wingfield, Flock works with an eclectic mix of artists, designers and recent graduates to create a bold and beautiful collection of textiles for interiors.

Suitable for upholstery and soft furnishings, the fine quality linen fabrics are all printed digitally in Lancashire. Flock is renowned for a strong design aesthetic with a focus on colour and geometric pattern.

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