{"id":5089,"date":"2022-07-25T15:46:44","date_gmt":"2022-07-25T14:46:44","guid":{"rendered":"https:\/\/www.britishbrandsgroup.org.uk\/?p=5089"},"modified":"2022-08-18T22:05:01","modified_gmt":"2022-08-18T21:05:01","slug":"zoflora-leans-on-influencers-whatbrandsdo","status":"publish","type":"post","link":"https:\/\/www.britishbrandsgroup.org.uk\/2022\/07\/25\/zoflora-leans-on-influencers-whatbrandsdo\/","title":{"rendered":"Zoflora leans on influencers #WhatBrandsDo"},"content":{"rendered":"<p><span data-contrast=\"auto\">Created in the early 1920s, Zoflora is the UK&#8217;s number one disinfectant. Created after identifying a gap in the market to provide beautifully fragranced disinfectant, Zoflora successfully differentiated themselves from their competition.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:240,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Zoflora continues to be a much-loved household brand found in the cupboards of over 5 million UK homes. With a product line of over 30 perfumer-crafted fragrances to choose from, Zoflora has developed a loyal customer following and, at the end of 2019, was the market leader in disinfectants in the UK.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:240,&quot;335559740&quot;:276}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Despite being a market leader, its awareness and penetration were lower than expected. In order to reach a larger audience, Zoflora decided to position itself as a more fun, feminine and inspiring brand. This new launch resulted in an 8.2% rise in Zoflora&#8217;s value share, sales grew by 3%, and penetration grew by an incredible 50%. Zoflora has had many celebrity endorsements, including Instagram star Mrs Hinch.\u00a0<\/span><\/p>\n<p><em><strong><span class=\"TextRun SCXW52536505 BCX0\" lang=\"EN-GB\" xml:lang=\"EN-GB\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW52536505 BCX0\">Zoflora successfully broke category norms to stand out in a very competitive market. It recognised its USP (fragrance) and built its brand on this. When Zoflora realised that it did not have good brand awareness, it advertised itself as a fun, feminine and inspiring brand. The core message didn&#8217;t change significantly, but rather creative tactics<\/span><span class=\"NormalTextRun SCXW52536505 BCX0\"> were used to re-connect with shoppers such as<\/span><span class=\"NormalTextRun SCXW52536505 BCX0\"> using Instagram influencers such as Mrs Hinch who fit <\/span><span class=\"NormalTextRun SCXW52536505 BCX0\">well with <\/span><span class=\"NormalTextRun SCXW52536505 BCX0\">Zoflora\u2019s new \u2018look\u2019.\u00a0 Zoflora successfully created a new brand image without losing its core message, <\/span><span class=\"NormalTextRun SCXW52536505 BCX0\">demonstrating <\/span><span class=\"NormalTextRun SCXW52536505 BCX0\">that it may not be about changing the message but changing how you communicate it.<\/span><\/span><\/strong><\/em><\/p>\n<p>Find out more: <a href=\"https:\/\/www.zoflora.co.uk\/\">zoflora.co.uk <\/a><\/p>\n<p>#WhatBrandsDo<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Created in the early 1920s, Zoflora is the UK&#8217;s number one disinfectant. Created after identifying a gap in the market to provide beautifully fragranced disinfectant, Zoflora successfully differentiated themselves from their competition.\u00a0 Zoflora continues to be a much-loved household brand found in the cupboards of over 5 million UK homes. With a product line of [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":5132,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"wds_primary_category":0,"footnotes":""},"categories":[66,61],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Zoflora leans on influencers #WhatBrandsDo - British Brands Group<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.britishbrandsgroup.org.uk\/2022\/07\/25\/zoflora-leans-on-influencers-whatbrandsdo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Zoflora leans on influencers #WhatBrandsDo - British Brands Group\" \/>\n<meta property=\"og:description\" content=\"Created in the early 1920s, Zoflora is the UK&#8217;s number one disinfectant. 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