At Citizen our work is focused around four key industry segments: Consumer Lifestyle; Destination Marketing & Hospitality; Technology & Innovation and Regulated Industries. Our mission is to create high impact campaigns that rapidly drive awareness and engagement. We build upon our heritage and deep knowledge of marketing to consumers to create memorable work targeting both mainstream and difficult to reach audiences. We operate at the intersection of where innovation and rapid technological changes meets consumer curiosity and desire.
With a unique selling point of 24 hour bacteria protection, touch after touch, Citizen launched Microban 24 Professional via 3x learning webinars, educating target industry audiences on the science of touch - and why it matters for their businesses.
Bold and Lenor made Ocean Breeze the nation's new #ScentOfSummer, presented by self-proclaimed ‘King of Summer’ Peter Andre. Enlisting the help of +50 influencers, Instagram was awash with Summer Vibes, generating an average engagement rate of +11% and +10.8M organic reach.
Championing the UK’s independent restaurant scene, P&G Professional partnered with Fred Sirieix and not-for-profit, Restaurant Collective, to host an engaging podcast with BigHospitality on why hygiene should be dining’s hottest trend post pandemic.
Stuck at home, Brits craved a taste of travel. AEG showed restrictions needn’t stifle culinary horizons, and partnered with influencers bringing a flavour of global cuisine, encouraging followers to #challengetheexpected with ‘Tastebud Travels’.
To launch Microban 24, Citizen conducted research to uncover the misconceptions when it comes to cleanliness. Revealing the kettle handle contained more bacteria than the toilet seat resulted in coverage (500 million reach) educating consumers on lasting antibacterial protection.
To rinse or not to rinse before stacking the dishwasher. Fairy Platinum Plus cuts through even BAKED ON stains with no rinsing. The #NoSoakNoJoke campaign saw influencers testing the product on tough challenges with a swipe to try function leading to 500,000 samples requested.
Citizen’s earned media strategy for Business Finland positioned Finnish healthcare, technology and circular economy solutions as smart, sustainable and safe: vital messages for a world in crisis. 35 pieces of global coverage were secured, reaching 72 million.
Zanussi partnered with bestselling children’s author, Annabel Karmel to create a healthy 'fake-away' Instagram series, after a boom in consumers recreating takeaways in lockdown. Using her Zanussi AirFry oven, Annabel created 3 children’s recipes, achieving 2,500 impressions.
Putting sustainable cooking to the test, AEG partnered with The Cookery School and OddBox, challenging influencers to make a meal minimising food waste and energy use, resulting in 40+ pieces of content, 140K impressions, and directing traffic to AEG's channels and website.
Conversations, good & hard, take place in the kitchen. Encouraging sharing at the sink, reducing everyday prejudices, Fairy launched #FairLoveForAll in Pride Week with LGBTQ+ charity akt, with an Instagram Live hosted by Dr. Ranj with Duncan James and akt CEO Tim Sigsworth.
Loved across the UK, fish & chips are also known for their grease content. After helping chippies ‘cease the grease’ in 2019, P&G Professional gave the industry a ‘clean start’ with hygiene advice during the pandemic, generating 22% CTR and 17% of all traffic to www.pgpro.co.uk.
AEG partnered with Bread Ahead to enable a hands-on experience of its product offering. We hosted a workshop attended by Good Housekeeping and a group of foodie influencers, resulting in 65 pieces of content encouraging consumers to book a class and test out the technology.
In recognition of an extraordinary year, AEG used its annual Get Baking platform to celebrate lockdown heroes. In a virtual competition, 5 influencers had 3 hours to bake a 2020 themed showstopper using AEG appliances. The inspiring results delivered 134,212 impressions.
During the lockdown, we challenged 16 celebrities and influencers on Instagram to take part in the #ConfessYourMess campaign using a Flash Speedmop, uncovering all the dirt, grease and grime that exists in even the cleanest home, reaching 5.4m users with 23,177 actions taken.
As the dishes stacked up, washing up became a symbol of the strain of lockdown. #FairyOpenUp urged Brits to use this time to connect with a loved one. Fronted by Dr. Ranj Singh in partnership with charity, SANE, 3x Instagram Lives resulted in 21% engagement and reached 15m.
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