Cleaning up with TINCTURE

Experiential, media and influencer campaign

Experiential product launches and stunts Social media set-up, strategy and management Consumer PR

The Results

  • Experiential launch hashtag reached over 246,450 Twitter accounts in 24 hours
  • Media coverage had a combined reach of over 4,000,000.
  • Influencer tests reached audience of over 234,000
  • Affiliate programme encourages direct sales


TINCTURE London enlisted Nobull’s help to launch an all-natural, 100% toxin-free collection of botanical cleaning products. Armed with a modest budget, our task was to raise its brand profile and educate the UK consumer about the potential harm chemical-based cleaning products can have on family health and wellbeing. Our multi-channel approach, engaged journalists and influencers and secured high-profile media coverage and delivered some creative, attention-grabbing fast-turnaround experiential.

The experiential

Nobull’s three-step experiential, media and influencer strategy, kicked off with a pop-up at Peter Jones on the Kings Road, London to coincide with the RHS Chelsea Flower Show. The in-store pop-up was supported by an outdoor cast of actors and product experts who liaised with influencers and engaged with consumers en route to the show.

TINCTURE takes its inspiration from ancient monastic recipes and cleaning rituals, so we made our ‘TINCTURE Monk’ star of the show. Dressed in traditional robes, with his TINCTURE branded botanical bicycle, he engaged with the plant and flower-loving public, providing them with samples and incentivising to visit the nearby Peter Jones department story to buy the products.

Meantime, Nobull captured all the action wiring pictures to all the major news desks, while our seeded influencers posted about the #TINCTUREMonk. The hashtag reached over 246,450 Twitter accounts in 24 hours, with more than 20 Monk selfies taken on the day.

The press office

Identifying key media around the fast-growing media trends of vegan and natural home products, we introduced TINCTURE to the national press, via informative collateral, experiential content and product samples. TINCTURE soon featured in key publications including Woman and Home, Ideal Homes and YOU Magazine, with a combined reach of over 4,000,000.

Post launch we approached the UK’s rising star influencers This Girl Can Organise and Lyndsey Queen of Clean who shared the collection to an audience exceeding 234,000. Building on the positive response from our enthusiastic micro influencers, we went on to develop an affiliate programme to encourage direct sales.

To find out more about our Home experience and experiential approach contact am@nobullcomms.co.uk