The Challenge

HG, a European market leader in cleaning solutions, faced limited brand awareness in the UK. Despite having highly effective products, HG wasn’t recognised as the trusted household name it is elsewhere.

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The goals:
 

• Establish HG as the authority on mould prevention and treatment.

• Drive UK sales growth by building consumer trust.

• Create long-term visibility through PR, influencer collaborations, and experiential activity.

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The Strategy

1. PR & Experiential Activation (Nov 2023 – Feb 2024)

• Collaborated with Shelter to address mould as a housing crisis issue.

• Launched the “Get It Right the 1st Time” Roadshow in Birmingham and London.

• Delivered expert commentary and thought leadership on mould prevention.

• Built strong journalist relationships across national, consumer, and trade press.
   

2. Influencer Partnerships (Late 2024 – Early 2025)

• Partnered with leading cleaning influencers: @CleanupwithJo, @CleanwithBeax, @mylittlehome.x, and @CleaningCorner.

• Showcased HG products in authentic home cleaning scenarios via TikTok and Instagram reels.

• Reached millions of UK households through relatable, trusted creators.
   

3. Bea’s “Biggest Clean Ever” Sponsorship (2025)

• HG UK sponsored Clean with Bea’s most ambitious free clean, supporting a vulnerable woman living in unsafe conditions.

• Supplied over 22 HG products and financial backing for skips and biohazard cleaning teams.

• Integrated influencer storytelling with press outreach across major publications and online platforms.
   

The Results

• Over 35 million total views across influencers

• PR Campaign -  29 pieces of coverage across national and lifestyle media.

• 100+ brand mentions with a monthly reach of 946,000.

• 232% YOY sales uplift during the winter campaign.

• Roadshow: 1,300+ consumer interactions and hundreds of live mould-treatment Q&As.

• HG now recognised by press outlets like Ideal Home as an expert source.
   

Influencer Campaign

• 6.4 million total views across influencers.

• @CleanwithBeax:

• TikTok reel reached 4.9M views with an engagement rate of 35% (10× industry average).

• Instagram reel reached 748K views, with 64K likes.

• @CleanupwithJo: 392K+ views on her first reel, 3.3% engagement.

• @MyLittleHome.x and @CleaningCorner provided steady micro-level engagement.

• Authentic praise from followers:

• “HG mould spray is 💯.”

• “Girl, I bought those 2 HG products and my bathroom is unrecognisable!”
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Bea’s “Biggest Clean Ever” (Jan – May 2025)

• 29.4 million total views across Bea’s four reels.

• 1.7 million likes and thousands of heartfelt comments.

• Engagement rates up to 45% vs. 3.7% industry average.

• Additional reach: 3.2M views on Facebook & YouTube.

• Press release generated a potential reach of 178M readers (Yahoo News, Daily Record, Good Homes, Chat Magazine).

• Positioning HG as not just a cleaning brand, but one with purpose and social impact.

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The Impact

Together, these three streams of activity have:

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• Made HG a recognised and trusted household name in the UK.

• Delivered record-breaking sales growth (+232%).

• Positioned HG as the solution to the UK’s mould crisis, with media and consumers alike.

• Created powerful brand storytelling, combining human impact with product proof.

• Generated long-term influencer and media relationships for sustained momentum.

• HG has cemented its reputation as the UK’s go-to expert for mould removal and cleaning — trusted by consumers, influencers, and the media alike.