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Case study.


Kärcher Cleans Britain: building a brand through community engagement.

  • Karcher
  • Kärcher Cleans Britain
  • Karcher
The challenge

Raise awareness of Kärcher and deliver an emotional engagement with the brand.

The solution
Insight

The build-up to the Royal Wedding provided a strong community trend to build a campaign around to reach the target audience.

Idea

Give communities the chance to win the “Kärcher Squad“ to come to clean their streets ahead of the Royal Wedding. Launched with Phil Spencer, we  commissioned research exploring the mood of the nation, all supported by a series of stunts, strong imagery and video content. 

The results

Over 250 pieces of coverage generated over the course of the campaign with 80% of coverage reaching the target audience. The campaign is now being rolled out across Europe thanks to its success. Kärcher is now the fastest growing brand in the DIY accessories market with B&Q dropping Kärcher's key competitors to focus on Kärcher - the resulting growth in market share being 51% to 73% and Kärcher owning 80% of the category growth in 2011.

 

Market share increase from 51% to 73%