Ora - Better all round
Round kitchen towel

Challenges

How to persuade consumers to change their
shopping habits when they don’t know who
or what we are. And once launched in the
traditional press, how to build a social
community from zero and keep the brand
engaged with its consumers.

Actions

We pitched Ora as 'the first redesign of kitchen towel
in a century' to women’s media and influential parent bloggers, and developed the '100% British from concept
to manufacture' story for key business journalists. We set up relevant social channels and created channel-specific content, including visuals and videos, that work with the current news agenda. We continue to listen and talk to
the social community in a planned and reactive way,
and share things our followers care about with owned hashtags: #makewithora; #bakewithora; #sparklewithora.

Results

During the roll-out of Ora into 100 Tesco stores,
positive editorial has included the FT’s design column,
Ideal Home magazine and all Bauer Radio websites.

Via PR and social media activity alone (Ora has not partaken of any paid for media activity) some stores repeatedly reported Year 3 sales figures in Year 1.
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