Meaco, a UK-based air treatment appliance brand, was looking to raise consumer awareness to drive sales of its dehumidifiers.
The Challenge
Meaco’s primary sales channel was resellers, including major UK retailers like John Lewis and Argos.
Meaco needed to demonstrate a strong commitment to raising consumer awareness to drive both in-store and online sales.
The Solution
Recognising the need for a strategic PR agency to boost the brand, in 2016 Meaco turned to brookscomm for a comprehensive solution.
brookscomm embarked on a mission to raise Meaco's profile in the target media while garnering positive media coverage.
By building strong relationships with relevant publications, brookscomm ensured that Meaco's audience received essential product information.
The heightened awareness of Meaco's dehumidifiers led to increased popularity in larger home publications, including Good Housekeeping, Your Home, and Ideal Home magazine. Favourable reviews and extensive coverage continued to drive dehumidifier purchases.
The partnership's next phase involved brookscomm leveraging its unique in-house experience with Amazon to manage Meaco's Amazon seller account.
After optimizing Meaco's Amazon listings, brookscomm initiated a highly effective on-platform advertising campaigns, effectively converting consumer problem-related searches into Meaco product sales.
The campaigns consistently delivered outstanding Advertising Cost of Sales (ACOS) results with a much lower cost percentage than the 30% ACOS that Amazon say is standard for consumer technology conversions.
This accomplishment translated into a higher margin between advertising costs and sales, making Meaco more profitable.
With Meaco experiencing rapid growth and increasing demand across various sales channels, Chris Michael, Meaco's Managing Director, extended brookscomm's involvement.
The expanded partnership included producing regular fresh content for Meaco's website and social media platforms and managing influencer marketing campaigns.
Brookscomm carefully selected relevant YouTube content creators to review Meaco products. Resulting sales from the videos were tracked to measure a return on investment.
These videos generated thousands of views and significantly contributed to Meaco's sales, both on their website and through retail partners.
In 2018, Meaco introduced a new range of low-noise, low-energy cooling fans. Brookscomm helped generate substantial interest from national media, driving consumer interest and resulting in significant sales of the new products.
The successful expansion in the UK paved the way for Meaco's venture into the German market. Brookscomm adopted the same successful approach, establishing Meaco firstly in the competitive German dehumidifier marketplace.
This expansion involved creating Amazon.de product listings and facilitating various affiliate introductions between the UK and Germany.
Consequently, Meaco's presence on Amazon.de increased its number of German online retailers, and its products earned prestigious awards in Germany, becoming highly popular in Europe's largest consumer market.
Building on this success, Meaco extended its Amazon presence to France, Italy, Spain, Poland, Norway, and Sweden with brookscomm's continued assistance.
The Results
The partnership between Meaco and brookscomm has yielded remarkable results. Meaco's low-energy dehumidifiers, renowned for their low running costs and high performance, have enjoyed significant popularity.
The consistent PR and marketing messaging over seven years drove a surge in demand for Meaco's dehumidifier range, especially during the cost-of-living-crisis.
These efforts translated into tangible results, with Google searches for Meaco dehumidifiers outperforming other UK dehumidifier brands tenfold. Media relations activity in 2022 reached an audience of over two billion, more than double the previous year.
The number of national coverage pieces also doubled. In just three months, media coverage generated over 20,000 clicks to the Meaco website, resulting in a substantial increase in product sales.
The enduring relationship between brookscomm and Meaco continues to thrive. PR, digital marketing, influencer, and affiliate services in both the UK and Germany have amplified Meaco's reputation and market share.
Chris Michael, managing director of Meaco.
“We have hugely appreciated the support of brookscomm over the years, particularly when building the profile of new products and in new markets. The team has become a valued extension of our Meaco team, and I would highly recommend them to a growing brand looking to gain traction in European markets through PR and digital marketing activity.”
Key Achievements:
- High-quality digital & print PR, featuring reviews in reputable publications.
- Influencer marketing campaigns, including detailed product review videos.
- Significant reach, securing media coverage of over two billion.
- Multi-million-pound sales on Amazon across the UK, Germany, and Europe.
