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Campaign
Content
Events
Market research
Media relations
PR strategy
B2B
Construction
Home interiors
The only way is hup!
Unhooked Communications worked with Ultraframe to launch hup! – a new innovative building system.
Ultraframe
The brief
Unhooked Communications worked with Ultraframe to launch hup!, a revolutionary UK-manufactured building system that replaces traditional brick walls and timber roofs with energy-efficient Ultrapanels, to the consumer market.
hup!
Our solution
Targeting UK homeowners researching extensions or replacing old conservatories, Unhooked used insights from its Homes Unhooked 2023-2024 market research of 2,000 UK consumers to shape the strategy. Research showed that online searches and recommendations were key sources for renovation advice. Crucial purchasing factors included positive reviews, trusted referrals, and expert knowledge.
The PR strategy developed using these insights was successfully implemented in a trust-driven consumer PR campaign, focused on building credibility through high-profile media coverage, influencer partnerships, and expert endorsements while directly engaging homeowners researching home extensions.
Activity included developing a partnership with architect and designer Laura Jane Clark from BBC’s Your Home Made Perfect, who was secured as the official hup! ambassador. As well as developing a series of videos for online channels, Laura was also quoted in media content and attended two press and influencer events with the hup! team.
Gallery
hup!
The results
- High-profile journalists including from The Times, Ideal Home, and Which?, along with content creators with followers exceeding 200k, attended the events.
- Coverage included The Sunday Times, Ideal Home, House Beautiful, Your Home, Money Saving Expert, Homebuilding & Renovating, Hello!, designerati and ‘money can’t buy’ coverage in Which?
- 3 million audience reach
Testimonials
What our client said
“This campaign built a strong foundation for trust and credibility, with top-tier media coverage and expert endorsement driving significant consumer engagement.”
Alex Hewitt
Ultraframe
“This campaign built a strong foundation for trust and credibility, with top-tier media coverage and expert endorsement driving significant consumer engagement.”
Alex Hewitt
Ultraframe
Let’s discuss your project today
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