Uplifts
Redefining home mobility with a brand built for the future PR / Marketing Strategy / Creative Marketing / Social Media / PPC / SEO Strategy
The brief
The Stannah name has become synonymous with stairlifts - a product often seen as a last resort. The Uplifts brand, led by sixth generation Stannah, Sam Stannah, was created to change that conversation. Focused on home lifts, it needed to target a younger demographic; specifically those planning ahead or had a lifestyle need, and were less likely to be reacting to sudden health decline.
Built on Stannah’s heritage of engineering trust but with a fresh identity, the task for MTM was to deliver a launch that broke free from old stigmas, rapidly built awareness, and positioned Uplifts as the go-to alternative to both stairlifts and other homelift competitors.
The challenge
Launching Uplifts meant leveraging Stannah’s 150-year legacy of safety and reliability, while presenting a completely new and exciting brand for the target demographic. The hurdles were significant:
Perceptions: Home mobility was still strongly associated with frailty and infirmity. Uplifts had to expand the category to consumers in their 50s and 60s who didn’t see themselves as ‘stairlift people.’
Competition: Rival brands were moving quickly, investing heavily in ad spend and sponsorships.
Awareness: Uplifts entered the market with zero recognition, facing well-established competitors with strong head starts.
Digital readiness: The new website lacked SEO and UX optimisation, limiting its ability to attract and convert early traffic.
The challenge was as much about changing hearts and minds as it was about capturing market share: transforming the homelift from a symbol of frailty into a coveted lifestyle upgrade, all while retaining the trust associated with the Stannah name.
Our approach
We built an integrated launch strategy uniting PR, social, SEO, paid, creative and web, all under one clear narrative: homelifts as future-proof lifestyle investments.
The strategy was to:
- Reframe perception: Move homelifts away from the stigma of “getting old” and reposition them as aspirational home improvements.
Balance legacy with freshness: Draw on Stannah’s trusted engineering heritage while giving Uplifts its own identity; modern, witty, lifestyle-led.
Challenge the category: Cut through an industry dominated by functional, clinical messaging by using creativity, humour and positive ageing to make the brand approachable.
Unite every channel: Ensure PR, social, paid, creative and web all told the same story so the brand landed consistently at every touchpoint.
Strategic sponsorship and PR
We identified the Ideal Home Show 2025 as the perfect launch platform and secured the ‘Dream Home’ sponsorship, ensuring Uplifts stood alone as the homelift brand on one of Britain’s biggest interiors stages.
To maximise cut-through, we partnered with Lesley Joseph, best known as ‘Dorien Green’ from Birds of a Feather. As Uplifts’ first brand ambassador, Lesley was more than a celebrity face; she personified the campaign’s positive ageing message.
At the show, she hosted lively meet-and-greets in character as Dorien, fronted national media interviews, and co-hosted a main stage talk on ‘Challenging the Stigma of Ageing.’ Her involvement gave Uplifts a witty, relatable, and high-profile voice that made the brand instantly approachable, moving the conversation from product features to lifestyle, independence and confidence.
Social and content
We developed an aspirational brand voice across Facebook, Instagram, LinkedIn and Pinterest. Campaigns included video teasers, lifestyle blogs, and an Instagram competition with the Ideal Home Show. Live content and user-generated posts built engagement throughout the event.
Creative consistency
We built a clean, contemporary identity applied across exhibition stands, brochures, signage and digital assets, ensuring every touchpoint reinforced the modern, lifestyle-first brand.
SEO and website optimisation
We restructured Uplifts’ site for speed, UX and mobile usability, then launched an insights hub with guides such as ‘Homelift vs stairlift’ and ‘Designing an age-ready home.’ Media coverage delivered backlinks to build authority fast.
Paid media and advertising
Targeted Google and social campaigns reached 50–65-year-old homeowners, their adult children, and professionals such as architects. Messaging emphasised design, independence and future-proof living, contrasting Uplifts with the stigma of medical necessity.
The results
Within months of launch, Uplifts emerged as a true category leader. The brand successfully reframed homelifts as aspirational lifestyle enhancements, enabling independence and smart living.
Testimonial
What really sets MTM apart is their ability to think outside the box while delivering tangible results. Their creative approach consistently surprises us, and the strategic insights they bring to the table have been game-changing for our campaigns.
Sam Stannah, CEO, Uplifts