Kärcher teams up with Future plc for new campaign


Cleaning expert Kärcher has announced its latest campaign, The Kärcher Life, in partnership with Future plc, the global platform for specialist media, to promote its unique range of Wet & Dry Vacuum Cleaners to a targeted, high intent Homes audience.

Running until 30 September, The Kärcher Life campaign will be seen across Future’s leading Homes titles, including Homebuilding & Renovating, Livingetc and Ideal Home, equating to a total readership of approximately 8.2 million. 

The month-long campaign is supported by an extensive body of content, including print advertorials, digital display, videos, social instazines and other social amplification, digital articles, editorial, solus emails, and email takeovers, as well as a stand and masterclass talk at ExCel London’s Homebuilding & Renovating show (30 September-2nd October).

Kärcher range

Kärcher’s range of Wet & Dry Vacuum Cleaners perfectly meet consumer’s everyday needs, tackling jobs too tough for typical indoor vacuums including picking up dirt in garages, rubble outside or even sucking up water.

Future’s diverse Homes portfolio provides Kärcher with access to expert editorial voices who regularly speak to engaged, high intent readers. This means the brand is seamlessly reaching a range of key markets, while delivering tailored messages to each title.

For example, Andy Stevens, Contributor for Homebuilding & Renovating, speaks to the practical and hands-on capabilities of the Kärcher Wet & Dry Vacuum Cleaner, focusing on tackling plumbing jobs and heavy duty cleaning following refurbishment projects. 

Meanwhile, Pip Rich, Editor of Livingetc, is featuring native editorial articles with a ‘refined and beautiful’ theme, such as how to maintain a pristine outdoor space with videos on ensuring gardens are Autumn ready.

The campaign, brokered by media agency Starcom, sees new video content launched each week throughout September and has strategically landed across Future’s titles ahead of the golden quarter with Black Friday, Cyber Monday and Christmas looming. 

Future’s Homes and Garden category was the second top performing vertical on Amazon Prime Day this year with the platform seeing an increase in consumers buying non-discretionary items, such as vacuum cleaners, in light of the cost of the living crisis.

James Gordon, Marketing Director at Kärcher UK, said: “Reaching the wide yet targeted audience required for our Wet & Dry Vacuum Cleaners demands a bespoke approach to content curation and targeting. 

“We’re delighted to be partnering with Future to highlight the power of the product – and the power of a Kärcher clean. 

“We’re looking forward to seeing this multi-channel campaign come to life and taking part in the Homebuilding & Renovating show at the end of September.”

Heather Young, Editor, Ideal Home and Style At Home at Future, said: “Ideal Home exists to help our readers make all those practical decisions to create a home that not only looks stylish, but runs like clockwork, too. 

“Our core audience of super-busy mums is looking for guidance on products that will make their lives easier, which is why Kärcher’s range of Wet & Dry Vacuum Cleaners is such a perfect fit, giving them the tools they need to tackle a huge array of household chores and projects.”

Sacha Feldman, Partnerships Director at Starcom, said: “This partnership grants Kärcher access to Future’s wide-ranging portfolio of brands. 

“Placing the brand alongside trusted editorial voices will showcase Kärcher products as an essential household tool and help bring back the WOW factor. 

“By using expert editorial talent who this audience trusts, we have been able to showcase the brand’s diverse set of capabilities within content that will inspire home enthusiast audiences.”