Millennials are far more likely to turn up to a job interview in dirty shoes: 72% admit it, against 40% of baby boomers. As National Spring Cleaning Week approached, we helped Cherry Blossom, manufactured in Britain since 1906, turn that new research into a story about giving shoes, new or neglected, a new lease of life, with nearly half (45%) of millennials feeling more productive in clean attire. Two representatives from Cherry Blossom went on air, and we combined their radio interviews with on-air competitions. The broadcast PR campaign secured 33 items of radio coverage, 17 interviews and 16 on-air competitions, reaching 5.7 million people, including Sky News Radio.
33Items of coverage (17 interviews and 16 on-air competitions)
5.7 millionCombined reach
3h 42mTime on air
The story
Cherry Blossom, National Spring Cleaning Week
The aim
Cherry Blossom wanted to raise awareness of the brand and position it as the UK's leading shoe care brand during National Spring Cleaning Week.
The message
Cherry Blossom has manufactured in Britain since 1906. Spring cleaning is the ideal time to give shoes, new or neglected, a new lease of life, and to care for them all year round.
The angle
New research found 72% of millennials admit wearing dirty shoes to job interviews, against 40% of baby boomers. Nearly half (45%) of millennials feel more productive in clean attire, as National Spring Cleaning Week approached.
On air
Two representatives from Cherry Blossom
The result
33 items of coverage (17 interviews and 16 on-air competitions) reaching 5.7 million, including Sky News Radio.
About National Spring Cleaning Week
National Spring Cleaning Week is a UK awareness week created by Relations Group. It encourages people to give their homes a spring clean and to declutter, usually runs in March, and has been a regular hook for radio stories on cleaning and home care. For brands and charities with something useful to say, it gives radio and TV producers a timely reason to book an interview.
Planning National Spring Cleaning Week for 2027?
National Spring Cleaning Week usually runs in March; the 2027 dates have not yet been announced. Talk to the team about a broadcast PR campaign that gets your spokesperson on radio and TV.
