Case Study: Binifresh’s Sweet Smell of Success

  • 15 national stories from internal research
  • 12 product reviews in only x months

Velvet was tasked with re-launching kitchen and wheelie bin air freshener Binifresh to the UK media, as the previous PR launch hadn’t delivered coverage.

This was a complex brief on a tight budget – Velvet had to deliver coverage in the consumer and FMCG trade press as well as build a profile for the brand and its founder Daniel Woolman, as he was keen to secure further investment and listings in leading supermarkets and other retailers.

The drip, drip strategy

Product review pages are the bread of butter of new consumer products. Velvet ensured that the Binifresh air freshener was sent out to all journalists engaged in reviewing new launches across consumer and national newspaper titles.

We also started to drive coverage for Daniel Woolman, Binifresh founder and exciting young entrepreneur in business, investment and leadership publications including Management Today and the Sunday Times enterprise pages as a way to get on the radar of key business audiences. 

The big idea

However, we knew that product reviews alone were no enough. Rather than creating original research, we identified that Binifresh had recently carried out research with an overseas university that could be used for PR: specifically, analysing which bacteria species lived in bins. To date Binifresh had done nothing with that research but we saw that it had real legs to drive profile fast.

The execution

Velvet re-packaged this data and created the headline grabbing story, ‘The plague in your bins’, targeting national newspapers news and consumer affairs journalists.

The impact

The ‘plague in your bins’ research alone was covered across the national media, including the Daily Telegraph, Daily Mail and The Sun. The Binifresh product appeared in titles ranging from Take A Break to The Grocer.