Russell Hobbs Benelux
YEAR
JAN 2025 - JAN 2026
LOCATION
BENELUX.
CATEGORY
LIFESTYLE
We partnered with Russell Hobbs to launch and build their short-form ecosystem across the Benelux over a full calendar year. By establishing their TikTok channel, building a dedicated creator team, and developing a continuous content engine tied to their product portfolio and commercial calendar, we transformed their social presence from static global assets into a dynamic, locally relevant content operation driving brand visibility, product discovery, and sustained audience engagement.
//CONTEXT
Russell Hobbs had a globally recognised brand and a product range with genuine market relevance. What they did not have was a short-form content system capable of activating either of those things for Benelux audiences.
Their social presence across the Netherlands and Belgium relied on global brand assets distributed across markets without a structured local strategy, consistent creator voice, or the production infrastructure to highlight priority products in a way that felt native to the platforms and relevant to the audiences using them. The content had reach in theory. In practice, it was not doing the work a short-form channel is capable of doing. The gap was not one of awareness. Russell Hobbs was a known brand. The gap was one of activation and relevance. Short-form was not functioning as a discovery or consideration channel, and their ability to build genuine brand recognition among new and younger audiences was constrained by a content model that was built for distribution rather than connection. We were brought in to build the infrastructure that changes that dynamic. A creator-led content system, built and operated across a full year, capable of generating continuous brand visibility, activating key product launches at the right moments, and establishing Russell Hobbs as a brand worth following in the Benelux short-form landscape.
//OUR ROLE
We launched the Russell Hobbs Benelux TikTok channel with a creator team built around two dedicated long-term creators selected not only for the quality of their content, but for their specific fit with different dimensions of the Russell Hobbs brand and product experience. From the beginning of the partnership, the priority was building a content system capable of sustaining twenty-seven videos per month while maintaining the visual consistency and brand coherence that a global lifestyle brand requires in every market it operates in.
Content was mapped to Russell Hobbs' product launch schedule and commercial priorities from the outset, ensuring every piece of short-form output served a clear strategic purpose beyond simply filling the publishing calendar. We ran continuous performance tracking and optimisation frameworks alongside production throughout the year, refining formats, improving discoverability, and raising the ceiling on what the channel was capable of delivering. The result was a year-long content operation that closed with 2.4 million TikTok views and an audience that demonstrably engaged with what was produced.
// JOURNEY
