Kärcher UK has appointed brand commerce agency IF. as its organic social partner following a competitive pitch process.
The remit covers social storytelling and community engagement – telling the Kärcher story in a way that resonates with what audiences want from brands on social today: Entertainment, a recognisable voice, and a reason to care beyond the category.
The brief is to bring to life the personality of the global brand and build on the strong foundations already in place. Cleaning is a crowded space on social, and the opportunity is in standing out – being the brand people actively want to follow, not just one they come across.
Kärcher is one of the most established names in cleaning, with a product range spanning pressure washers, vacuums and steam cleaners across both consumer and professional markets, and its bright yellow branding is synonymous with the weekend car wash ritual on driveways across the nation. IF.’s job is to take that authority and translate it into content people actively want to engage with.
Rosie Kinsey, head of retail marketing at Kärcher UK, said: “Social is one of the most important places we build brand. IF. came in with a clear point of view on where Kärcher should sit culturally, and a strong understanding of the audience we’re trying to reach – that’s exactly what we were looking for.”
Myke Hamilton, managing partner at IF., added: “Kärcher has serious heritage and real product authority. The opportunity is in bringing more personality to that and creating content audiences genuinely want to watch. We couldn’t be more thrilled to be working with this brilliant team.”
Work begins immediately, with the first phase focused on establishing the brand voice and content approach ahead of full rollout.
IF. is a Manchester-based brand commerce agency that leverages brand into commercial growth. With a 20-year legacy, IF. has partnered with clients including YHA, Marston’s, Freshpet, and Faith in Nature to build, activate and amplify brand that drive results.
