Appliance manufacturer Russell Hobbs has launched a social-first branded entertainment series Steam Queens to support its Midnight Collection fabric care range.
Created, produced and distributed by Fan Club, the series marks the agency’s first work for the brand since its appointment to work with the brand earlier this year. The project aims to position Russell Hobbs within the growing cultural shift towards sustainable fashion, upcycling and creative self-expression.
The series was produced in partnership with Fawkes Digital and executive produced by Fawkes founder Lucy Smith. The collaboration marks the start of an ongoing partnership between Fan Club and Fawkes Digital focused on digital-first entertainment formats for brands and creators.
Hosted by broadcaster Frankie Bridge, Steam Queens features a line-up of emerging stylists, designers and creators exploring new approaches to reworking pre-loved clothing. The content combines practical guidance with personal storytelling, while showcasing the role of Russell Hobbs’ steamers, irons and de-bobblers as tools for garment care and creative use.
The campaign comprises 12 episodes, split evenly between narrative-led and “how-to” formats, supported by additional behind-the-scenes and supplementary content. Episodes run between one and four minutes and are designed for short-form distribution across TikTok, Instagram, YouTube Shorts and Facebook.
The series forms part of Russell Hobbs’ content and brand strategy, as the company looks to expand its storytelling approach and reinforce its positioning as a modern household brand. Content will be distributed via the brand’s owned channels, with Fan Club overseeing production and platform delivery through a plug-in partnership model.
Hannah Hamer, UK marketing assistant manager at Russell Hobbs, said: “Our Midnight Collection range plays an important role in how we support everyday household routines. Partnering with Fan Club on this series allows us to explore more engaging ways of bringing those products to life through content that fits naturally into how audiences consume media today.”
Joe Churchill, founder & CEO at Fan Club, added: “This is a clear example of how brands can tap into culture by creating formats that audiences actively choose to watch. By combining storytelling with utility and distributing it natively across social platforms, we’re helping Russell Hobbs build a content ecosystem that drives both engagement and long-term brand relevance.”
