Founder of eco cleaning brand, Seep, Laura Harnett appeared on Dragons’ Den on 30 January 2025 asking for £50,000 in return for 4% stake in her business.
Request
Seep has been a longstanding client and feature every month in key national titles with links back to the website but we knew the Dragons’ Den appearance would be a different challenge. We had one chance over about a week to maximise the press coverage and ensure Laura had a strong share of voice among the other entrepreneurs appearing that week and the Dragons themselves.
Response
We worked closely with the BBC press office guidelines and Dragons’ PR teams to land coverage pre and post show. This resulted in 18 hits, the majority generated by Oyster. The key tactic was to offer Laura for interview with unique angles for post show talkability. Titles were selected to reach mass audiences, as well as the key target audience for Seep and the trade press.
This was complemented with the regular work to land expert eco friendly cleaning tips and hacks as well as product pieces. The key one being the limited edition Valentines’ Day Keep It Clean cloth which secured national coverage.
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