opportunity

Bona sought to reinforce its position as the go-to authority in natural floor care, transforming a premium, 100-plus-year-old Swedish family-owned brand into a trusted source for product innovation, floor care expertise and cleaning insights.

To maintain visibility year-round, including during non-peak periods, Bona needed to move beyond product launches and give media – and ultimately consumers – new reasons to engage with the brand.

approach

We debuted the inaugural Bona Floorcast to create relevant media moments throughout the year. We paired compelling data points with priority products and actionable insights from Bona’s experts, framing up a problem and solution for homeowners. For example, 6 in 10 homeowners hold off on cleaning until they see visible dirt and spills. But, as Bona experts recommend, even light cleaning more frequently can help protect and preserve floors.

We also developed ownable thought-leadership platforms for Bona’s subject matter experts, positioning company leaders as trusted sources on flooring, cleaning and home maintenance. By integrating their guidance into product-focused stories, we reinforced “The Bona Difference” while building a deeper bench of media-ready spokespeople across the company, including Bona’s Floor Doctor, who we booked on broadcast and other consumer lifestyle media.

To provide credible third-party validation, we created an editorial awards engine focused on securing independent recognition for Bona’s newest products and influencing consumer purchase decisions.

results

In our first year working with Bona, 360 secured more than 245 placements, with coverage in leading home, lifestyle and consumer outlets including Apartment Therapy, Southern Living, Martha Stewart Living and Real Simple.

Our expert strategy generated 33 stories featuring advice from Bona spokespeople, helping establish the brand as a trusted authority on floor care and home maintenance. Ninety percent of all coverage included at least one key message. Total reach was 15 billion impressions.

We also secured several “best-of” cleaning awards, including print coverage in Better Homes & Gardens and Good Housekeeping, while introducing Bona to new audiences through first-time brand coverage in Well+Good, CNET and Food & Wine.