elho is on a mission to inspire as many people as possible to surround themselves with greenery – and the leading sustainable plant pot brand enlisted Honest Communications to help them achieve this!
Its collections of indoor and outdoor plant pots and accessories are distributed across more than 75 countries across the world, but with its marketing team based in Holland, the brand was looking for an agency that would act as its UK PR base.
Enter, Honest! Our job was to boost the brand’s presence in the UK, shining a spotlight on its huge range of eco-friendly and stylish innovations by securing product placement, best buy listings, expert advice, competition opportunities and more. Fortunately, with strong connections in the world of home, garden and sustainability, and a plethora of products to work with, this was a challenge we couldn’t wait to get stuck into!
To ensure all PR and marketing activity across Europe was aligned, we devised an annual PR strategy and content plan that echoed elho’s detailed activation calendar, which supports all channels and countries across sales and marketing. Liaising with elho’s PR agencies across Europe, this ensured that we were focusing on the right products at the right time to best support sales activity.
While our deliverables varied throughout the year, our main focus each month was centred around good ol’ fashioned media relations and press office activity. We approached top media targets to find PR opportunities for editorial features, focusing on articles around seasonal themes, sustainability, and advice guides.
With such a varied range of products to work with, we facilitated trials and pitched to relevant publications to secure elho’s inclusion in any upcoming features such as tried and tested reviews, ‘what to buy’ gift and shopping guides, and pieces such as ‘best planter’ recommendations.
To support the launch of new innovations or significant moments in the calendar, we coordinated product bundles to be gifted to our key contacts, whether they were editors or influencers.
With such strong eco credentials and ambitious sustainability targets, we also focused on securing company profiles, designer interviews and key milestones to inspire readers to join elho’s mission – which was made all the more poignant after a visit to Tilburg, Holland, to explore its circular offices and Europe’s most sustainable warehouse!
While our core focus is on consumer PR, we also supported trade and B2B PR, helping to build UK stockist relationships, as well as working with the sales team for any international news updates. A big part of this is working closely with retail partners such as Dobbies to support the launch of initiatives like the pot recycling scheme, further encouraging consumers to do their bit for the planet.
Since we started working with elho in 2020, we have secured a whopping 968 pieces of coverage – and counting! Products have topped the charts of best buys in The Guardian, Which?, The Evening Standard, The Independent, and many more, with products also being featured in the likes of Gardens Illustrated, The English Garden, Country Living, Gardeners’ World, Real Homes, Ideal Home – and the list really does go on!
To date, we have reached over 43 million readers in print, plus billions of pairs online, so we think it is safe to safe that elho is well on its way to encouraging everyone to add more greenery to their daily lives! And with new innovations launching for each season and a whole host of creative campaign ideas up our sleeve, watch this space for more to come from Honest and elho!