Cleaning products specialist Kärcher has announced its latest campaign, The Kärcher Life, in partnership with Future plc, to promote its range of wet & dry vacuum cleaners to a targeted, high intent homes audience.
Running until 30th September, The Kärcher Life campaign will be seen across Future’s leading Homes titles, including Homebuilding & Renovating, Livingetc and Ideal Home, equating to a total readership of approximately 8.2 million. The month-long campaign is supported by an extensive body of content, including print advertorials, digital display, videos, social instazines and other social amplification, digital articles, editorial, solus emails, and email takeovers, as well as a stand and masterclass talk at ExCel London’s Homebuilding & Renovating show (30th September-2nd October).
The campaign, brokered by media agency Starcom, sees new video content launched each week throughout September and has strategically landed across Future’s titles ahead of the golden quarter with Black Friday, Cyber Monday and Christmas looming. Future’s Homes and Garden category was the second top performing vertical on Amazon Prime Day this year with the platform seeing an increase in consumers buying non-discretionary items, such as vacuum cleaners, in light of the cost of the living crisis.
James Gordon, marketing director at Kärcher UK comments: “Reaching the wide yet targeted audience required for our Wet & Dry Vacuum Cleaners demands a bespoke approach to content curation and targeting. We’re delighted to be partnering with Future to highlight the power of the product – and the power of a Kärcher clean. We’re looking forward to seeing this multi-channel campaign come to life and taking part in the Homebuilding & Renovating show at the end of September.”
Sacha Feldman, Partnerships Director at Starcom says: “This partnership grants Kärcher access to Future’s wide-ranging portfolio of brands. Placing the brand alongside trusted editorial voices will showcase Kärcher products as an essential household tool and help bring back the WOW factor. By using expert editorial talent who this audience trusts, we have been able to showcase the brand’s diverse set of capabilities within content that will inspire home enthusiast audiences.”