Making eco accessible with smol’s cleaning revolution

smol makes household cleaning easy, with high-performance, great-value products, delivered straight to your door. Not only good for you, smol is good for the planet- having introduced the world’s-first plastic-free dishwasher and laundry packs, as well as refillable and recyclable products which are concentrated with less nasty chemicals. With affordability, accessibility and sustainability at the heart of the brand, smol is revolutionising cleaning by reducing misleading jargon to make things simple and easy- even if that means washing our clothes less.

smol works with Fanclub to:

  • push awareness of its effective, sustainable alternative to laundry products, with product placement and reviews
  • empower people to be able to reduce the impact of their washing on the environment and their wallets using expert features commentary and data-led stories;  issues including the nation’s laundry habits, as well as challenging the industry’s greenwashing amidst the needless production of tonnes of laundry plastic

Earning fans

We increased smol’s share of voice against competitors by 15% in 2022, with an 25% increase in YoY coverage and a huge 221% increase in potential reach from securing high-value national; an average of 5 national hits each month, with a high average domain authority of 68, as a boost for search rankings. With a proactive and reactive approach to commentary and data, Fanclub has placed smol’s experts and spokespeople in national, lifestyle and sustainability titles alongside owned-data for news and features coverage. 

2022’s national coverage includes regular pieces in The Telegraph, The Daily Mail, The Independent, The Metro, The Express and The Evening Standard, as well as consumer lifestyle titles like Good Housekeeping, Marie Claire and HELLO! and alongside  regionals including The Daily Record and Nottingham Live. Beyond nationals, lifestyle, consumer and regional media, we placed smol’s spokespeople and data in the likes of The Grocer, Circular Online and Packaging Gateway to showcase the brand’s innovations in sustainability, as well as with leading consumer champions like Which?.