SwimSeal

Aim

Launch SwimSeal protective ear drops to UK consumer and trade press.

Raise awareness of water-related ear infections, while establishing SwimSeal as a swim kit essential for pro swimmers, infants, children and adult swim fans alike.

Approach

Successfully launching a niche swimming-related product to consumer press, without the luxury of a press event or the promise of a larger product line in the pipeline was a challenging undertaking. Challenge accepted, we got our thinking (or swimming) caps on and set about creating our hit list of top magazine and newspaper titles. We felt it was important to capitalise on the diverse range of swimming and water sports titles out there, sending out the product to try, as well as information on the perils of water-related ear infections. We started receiving fantastic feedback from journalists who had tried SwimSeal on holiday or training.

We took over the SwimSeal Facebook and Twitter pages with full editorial control. Instead of focusing on the product, we broadened our reach with content that would appeal to all swimming fans. We populated the pages with swimming tips, ways to get children into the sport, swimming infographics, weird swim-related facts, UK swimming events, trending swimwear motivational quotes for the avid swimmer and lots and lots of amazing swimming pools from around the world. We targeted Olympian and TV personality Rebecca Adlington, interacting with her on Twitter and sending her the product to try. This resulted in Rebecca recommending SwimSeal to her friend via a tweet – this interaction reached a combined total of 1,043 followers.