Another will be made with moss and will be positioned on the way to the Chelsea Flower Show, which talks about attracting more bees to a garden, while in Southbank, a jigsaw ad will offer advice on free family days out. And a fourth in Shoreditch will work at night with a focus on insomnia tips using UV rays. There will also be flyposting around irreverent locations across London offering insights on the things Which? does.

While live campaign activities will take place in London starting May 22, these will be amplified to the rest of the U.K. through social media channels.

That will include promoting the London activations as well as creating bespoke videos for the website’s landing page from the OOH QR Code special build, while also getting involved pre-launch of posting fly posters too.

We really just want people to know about us and know about what we do. We want to be your trusted home for everyday advice.

—Kat Chinnock, head of brand and communications planning, Which?

Brainlabs also secured broadcaster Laura Whitmore, who previously hosted Love Island on ITV as well as her own BBC Radio 2 show, to amplify some of the activations. A range of other influencers will work to further amplify the campaign across the U.K. over the course of the six-week period too with a Home of Answers day also being planned for Manchester.

Further activity for the campaign will include out of home posters, radio and digital advertising bringing to life the ‘Get Answers’ brand idea.

Increasing brand relevance

While subscriptions are vitally important to Which?, driving those numbers will not be one of the KPIs for this campaign, even in such a “tough environment” as now for digital publishers, reveals Chinnock. Measurement will focus on relevance and increasing brand consideration and regular site visits, including through search.

“We want people to start using us more regularly and get that sort of repeat traffic to the site as well to prove that we are there for more than just that one-time washing machine purchase, or we can help with a sort of variety of everyday things,” said Chinnock.