Case Studies

Google Gemini: Deposit Defenders, Featuring Dick & Dom

The "Dick & Dom's Deposit Defenders" campaign (officially launched as “Dick & Dom in Da Rented Flat”) was an earned media public relations initiative for Google Gemini, designed to position the AI tool as an essential, real-time "DIY coach" for young renters facing end-of-tenancy checks.

Campaign Strategy & Insights

  • The Insight: Research commissioned for the campaign revealed that 71% of 18–34-year-olds in the UK have lost part of their rental deposit, with nearly a third losing between £500 and £999—primarily due to minor, fixable damage like scuffs, nail holes, or uncleaned ovens.

  • The Talent: Reunited childhood TV icons Dick and Dom to tap into deep nostalgia for Gen Z and millennial renters, bringing a humorous, approachable tone to a stressful topic.

  • The Product Hook: Highlighted Gemini Live (video/camera capabilities) to demonstrate how renters can point their smartphone camera at household issues and get real-time, step-by-step guidance on quick fixes before handing back keys.

Core Execution

  • Social Content Series: Launched “Dick & Dom in Da Rented Flat” on social channels, featuring the duo tackling classic end-of-tenancy snags (patching walls, bleeding radiators, unblocking sinks) using Gemini as their pocket expert.

  • Media Event & Launch: Hosted a dedicated press and launch event (transforming the "House Party" venue) during the peak end-of-tenancy moving season, alongside broader political context surrounding the Renters' Rights Bill.

Earned Media Impact

  • Mass National Reach: Secured widespread national news and broadcast coverage—including features across The Times, ITV News, BBC, and consumer lifestyle/tech media—establishing Google Gemini as a practical, high-value tool for everyday adult problem-solving.

Boots, Back of The Neck

The campaign featuring national media coverage—including back-to-back broadcast segments on ITV, BBC, and radio alongside coverage in the Daily Mail—was the Boots Soltan "Back of the Neck" Sun Safety Campaign, which starred Premier League footballer Dan Burn and Paul Merson

  • Core Insight: The back of the neck is one of the most frequently missed areas during sunscreen application, leading to high rates of sun damage and skin health risks, particularly during outdoor sports and warm weather.

  • Ambassador: Newcastle United defender Dan Burn was brought on as the lead face of the campaign to leverage his high profile, relatable public persona, and visible role in outdoor sport.

  • Objectives:

    • Raise public awareness around complete sun protection coverage.

    • Reinforce Boots positioning as an authority in sun safety and clinical care.

    • Drive nationwide behaviour change through widespread earned media placement.

Media Performance & Reach

  • Broadcast Dominance: Secured a back-to-back broadcast day with interviews and segments across BBC regional/national outlets, ITV, and key national radio stations.

  • National Print & Online: Landed major features in The Daily Mail, amplifying the campaign's sun safety guidance to a massive national print and digital audience.