Project Description

Case Study:
Russell Hobbs

Campaign Activation: Accelerate and Explode

Ready to cement your brand positioning as the market authority? See how this historic brand fast-tracked advocacy and utmost relevance with the next generation of consumers via our ongoing Accelerate and Explode Influencer Marketing representation; this is a multi layered marketing campaign that engages consumers at every stage of the buying journey. Now into a 3rd year tenure with Mumpower, they have cemented their brand positioning as the loved leader and continue to enjoy brand momentum and growth. Find out how.

The problem:

For over 70 years, Russell Hobbs continues to deliver thoughtfully engineered, innovative products that make it easier to make and enjoy everyday moments, balance life, and to spend time with family and friends.

However, even though the brand had a relevant and emotionally charged brand proposition and excelled in other marketing and advertising initiatives, it lacked the extensive connections and dedicated time to foster relationships with relatable micro and nano influencers – at scale and consistently, therefore consumers did not know enough about what sets this brand apart.

With the role of micro-influencers crucial in building awareness in the first instance and fuelling brand advocacy, Russell Hobbs needed to invest in smart ways to foster grassroots recommendations en masse and keep the brand at the centre of online and offline conversations, easily.

Action Plan

Russell Hobbs chose Mumpower to amplify brand awareness, boost brand consideration and optimise buyer decision making through a long-term growth marketing strategy designed to empower Mum Shoppers to know, like, trust and ultimately buy products from the range.

Specifically, the annual campaign (now in it’s 3rd year) includes:

And as with all brands in the Mumpower network, Russell Hobbs benefits from:

  • Value-add insights shared from our Market Research explorations that reveal new trends and insights about buyer behaviour
  • Boosted PR, such as Mastering the Mum Market interview to celebrate their role and best practices (listen here)

Ultimately, the done-for-you program is designed to ensure Russell Hobbs continuously stands out from competitors and empowers an army of influential Mum Shoppers to endorse the brand like wildfire.


The 12-month campaign continuously delivered a series of high impact user generated content through quality partnerships with Australian and New Zealand micro influencers, as well as honest product reviews, exclusive imagery to educate and inspire potential customers and bonus endorsements. To produce this much content themselves would cost over $200,000

Outcomes include:

  • 40 micro influencer content creators producing 120+ pieces of social content keeping the brand top of mind delivering:
    • 4M audience size
    • 329K reach
    • 620K impressions
    • 13% engagement rate
  • 50+ product reviews published to the brand website to educate others about to make a buying decision
  • A multitude of UGC repurposed in multiple ways, including influencer recipes on brand website all ready for the brand to ‘plug and play’.
  • Bloggers Brunch May participation that delivered:
    • 83 one on one meetings with influencers with access to 2.2 million Mums
    • 27 pieces of organic content
    • Full campaign of gifted endorsements!

BONUS Added Value for Partnership so far.

  • EDM Solus competition and brand sentiment assessment to Mumpower network of over 20k
  • Brand Ambassador complimentary guest appearance on Healthy Homes broadcast segment.
  • Mumpower verified branded ID tagging for website product reviews.


Learn More

Russell Hobbs Brand and Communications Manager says:

 “This is one of the best campaigns we’ve done so far and that’s saying something as we’ve had some pretty damn good campaigns!”

Hero Brand Advocacy Assessment

As with all brand partners, Mumpower conducts a Hero Brand Advocacy assessment with influencers, equipped to influence others, to evaluate the impact of the collaboration.

Results demonstrate:

Increased brand awareness: Only 50% of influencers had heard of the product before. The collab armed a further 50% of influencers, with more information about Russell Hobbs to share with their followers.

More brand trust: Before collaborating only 25% of influencers thought the brand was ‘Simply Brilliant. Love it. Trust it. Now, this partnership has increased brand appeal with a further 75% feeling this way.

Greater likelihood to buy: Before collaborating, only 25% were planning to buy this brand in near future. Now, 75% of influencers are empowered to buy from Russell Hobbs.

Brand enthusiast, Kristie from Meet.the.morrisons:

 “I love working with Russell Hobbs because it’s a brand that I choose to use in real life.”

What Russell Hobbs said:

“Absolutely thrilled. It went fantastically and it definitely had a positive impact”

I was checking it (content) every day, I looked forward to the surprise of what influencers were going to post next. To be honest, I also was looking at making sure the content was on brand and the wording was good, and there was not one issue”

“I didn’t expect to get as much engagement out of it as we did. The campaign delivered above our expectations – significant engagement.”

What can Mumpower do for your brand?

Unlock your brand’s full potential to build and leverage long term relationships, so more Mums know, love & trust your brand.  Reach out and schedule a complimentary discovery session today, and we will show you how.

Are you ready to be our next long term partner and success story?