York.
The pure side of life

social media

Client: York

YORK is Europe's leading manufacturer of household products. It offers a wide range of cleaning products that stand out for their high quality and variety of shapes, designs and colours.

Tasks

Developing a Facebook communication strategy
Building awareness of the brand as an expert in household cleaning
Increasing the number of interactions
Extending the brand’s reach among women aged 25–54

Tasks

Developing a Facebook communication strategy
Building awareness of the brand as an expert in household cleaning
Increasing the number of interactions
Extending the brand’s reach among women aged 25–54

Meet Mrs. York.

How should a brand with such a catchy name communicate? With wit and personality. Competition in the household sector is tough, so we carefully analysed our competitors’ profiles and got down to work. Our goal was to make the brand stand out. We focused on storytelling and a natural brand character – the (not-so-)perfect Mrs. York.

Our central character embodies the brand’s philosophy. She does not strive for perfection and values effective solutions. Cleaning is not her passion – she likes to make life easier and spend the time she saves on things she enjoys or with her family.
Mrs. York has a sense of humour, takes life in her stride
and... a home full of people.

She likes to surround herself with beautiful things, so she chooses cleaning accessories that impress her with both their effectiveness and their distinctive design.

We engage our fans in dialogue

We encourage the brand’s fans to create content with us. For one interactive post, we used a bot to get the conversation started.

Users who entered the keyword shown in the graphic in the post’s comments received an automatically generated, personalised message.

The number of responses exceeded our expectations! As promised, we published the best tips on the brand’s page, tagged their authors and rewarded them with a selection of products.

Cleaning is a manly thing!

To celebrate International Women’s Day, we visited the profiles of well-known brands and competitors. Household chores should be shared every day, and we used the occasion to remind everyone. Did the brands we contacted rise to the challenge? Decide for yourself!