Hotpoint’s new ActiveCare Washing Machine launched with a TV ad featuring, Billie the Bear, because every one loves a teddy bear. At least that's what our research showed. A quick media alert and social activation (where people could get a free LOST label for their furry friend) resulted in coverage on Sky News, Daily Telegraph, The Sun, Daily Mail, Metro and a front-cover, 8-page feature in Stylist magazine. A load of influencers also got involved recounting tales of their favourite bear, over a quick wash of course, to deliver record reach and engagement for Hotpoint.

Cleaning up, what.