Häfele UK Kitchens for Living

Campaign Events Market research Media relations PR strategy B2B Construction Manufacturing

Häfele UK Kitchens for Living

As a leader in fittings and fixtures, our construction PR client Häfele UK manufactures and distributes 25,000+ products. More than that, however, it strives to support its customers by providing industry insights, research, trends and advice to help them grow their business.

Häfele UK

The brief

Häfele UK wanted to be positioned as a thought leader and educate its target audiences – kitchen designers, kitchen resellers, merchants, installers and tradespeople – on how to use fixtures and fittings to achieve functional spaces, which maximises the usability, flexibility and value of a space, while balancing it with personal style and design trends, to improve the day-to-day lives of users.

Häfele UK

Our solution

We created and implanted a data-driven PR campaign that would enable Häfele UK to position itself as a thought leader and educate the industry on how to use fixtures and fittings to achieve functional spaces, while achieving quality media coverage and developing insightful content.

Underpinning the press and PR campaign was in-depth market research, which found how millions of people use their kitchens for activities other than cooking, yet the vast majority have problems with their current space that impacts their emotional and mental health. Badly designed storage, limited space and poor layout are among the top kitchen bugbears, and two-thirds said if their biggest issue was fixed, it would improve their quality of life.

Thousands of statistics were analysed to find the strongest trends. To make the data more meaningful through PR and press content, we also interviewed Häfele spokespeople and partnered with architect and designer Laura Jane Clark from BBC’s Your Home Made Perfect.

Content was then developed and shared with key audiences through PR and the media, which included:

26-page whitepaper, hosted on the Häfele website with accompanying landing page, articles and blogs

52-page own-brand magazine, What’s New, containing features, statistic, advice, tips, and products, which was given out at KBB 2022

KBB 2022: Key statistics used throughout Häfele’s stand to illustrate key trends. Laura Jane Clark and Häfele delivered two masterclasses, explaining the research’s impact with case studies and advice. 10 press meetings with key media outlets

Press releases, media briefings and thought leadership features in trade media

Online masterclass (live and on-demand) for Häfele’s studio partners

Presentation and brochure at the Häfele Studio Partner Awards 2022

Advertising (print and online), including supplements and advertorials in trade media such as Professional Builders Merchant, ABC&D and Riba J

Social media content

Gallery

HÄFELE

The results

Our integrated PR campaign, contributed to the following results:

pieces of media coverage (increase 22% y-on-y)

374

brand mentions (increase 14%)

impact (increase 12.5% y-on-y)

links back to website

358

social media engagements of online articles/content

What’s New magazine circulation

495

attendees across KBB masterclasses, webinar and Studio Partner Awards

81%

of studio partners came across the campaign through at least one channel/tactic

Testimonials

What our client said

“The Functional Spaces: Kitchens for Living campaign has built momentum beyond the PR and marketing activity; it’s become an integral part of our business strategy as we work with our customers to help them create beautiful, functional spaces. Using the research and insights, we’ve been able to produce multiple strands of content that all work together, across different channels, to help inform our customers and support their business growth.”