Getting installers warmed up to Snug Underfloor Heating with an award-winning integrated campaign

Intro

Snug Underfloor Heating had strong distribution through trade merchants but needed to create more demand among the plumbers and electricians who would recommend and install its underfloor heating products.

Leopard Co developed an award-winning integrated campaign to raise awareness within the installer market, using PR, social media and trusted trade influencers to build credibility, grow reach and position Snug as a go-to underfloor heating brand. The campaign won a CIPR PRide Gold Award in 2022 for Best Low Budget Campaign.

Challenge

As a challenger brand, Snug had already established good distribution through trade merchants. However, to grow its presence in the installer market, the brand needed to generate pull from the electricians and plumbers who would be specifying, recommending and installing its products.

This meant the campaign needed to do more than raise general awareness. It had to engage installers at key moments in their working calendar, show Snug’s product expertise, and build trust with an audience that values practical advice, peer recommendation and credible third-party endorsement.

Solution

Leopard Co delivered three integrated campaigns designed to attract and engage installers, strategically timed around key moments in a plumber’s or electrician’s diary. 

Campaign 1: Warming Up For Winter

The first campaign was activated in summer and focused on helping installers prepare for the busy autumn and winter season ahead.

This brand-focused campaign was designed to make sure Snug was front of mind before peak season. Guided by sentiments from real-life professionals within the installer network, Leopard Co created useful and authentic content around preparing for winter. The team enlisted two of the UK’s most popular trade influencers, PB Plumber and Andy Cam, and facilitated a filming day with in-house video specialists to create standout social content.

Campaign 2: Debunking Myths on Underfloor Heating

The second campaign was timed to peak installation season and focused on product awareness. It aimed to showcase Snug’s product expertise and offering, while helping installers overcome common misconceptions around underfloor heating. 

Leopard Co created technical content to educate and inform installers, positioning Snug as a trusted voice in the category. The team also secured credible influencers, including electrician @apex.e.c on Instagram and plumber Mark Tiff on YouTube, who were gifted products to test and review. Their content helped explain the features and benefits of Snug’s underfloor heating solutions in an authentic, installer-led way.

Campaign 3: Uncovering the Biggest UFH Challenges

For the third campaign, Leopard Co took to the floor at Installer Show, one of the UK’s largest events for influential installers and specifiers of air, water, heat and energy technology.

Using a pulse poll with almost 150 installers, the team generated a news story revealing the biggest challenges installers face when it comes to underfloor heating. This transformed real-world installer insight into ready-to-share content for trade media. 

Influencer, social and trade PR activity

Across the campaign, Leopard Co enlisted credible trade influencers to bring authenticity to each theme, including PB Plumber and Andy Cam. In collaboration with them, the team created educational and entertaining content for owned and third-party social channels.

The campaign themes were also supported by an ongoing trade PR programme, including thought leadership articles and product roundups. Leopard Co repurposed influencer content within press materials, while supplementing social activity with technical insights, how-to content and behind-the-scenes posts to build brand trust.