Growing brand awareness in the installer market for Snug Underfloor Heating
Discover how we got plumbers and electricians warmed up to Snug Underfloor Heating with an award-winning integrated influencer, social and PR campaign.
Challenge
Challenger brand Snug had established good distribution through trade merchants, but needed to create a pull to the brand through engaging with the electricians and plumbers who would install their underfloor heating (UFH) products.
Solution
We delivered three integrated campaigns that would attract and engage installers, strategically timed to key dates in a plumber’s or electrician’s diary.
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Warming Up For Winter – our first campaign was activated in summer, all around offering installers useful tips on preparing for the busy autumn/winter season ahead.
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Debunking Myths on UFH – timed to peak install season, this campaign aimed to showcase Snug’s product expertise and offering.
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Uncovering the Biggest UFH Challenges – we took to the floor at the augural Installer Show with a pulse poll on what real-life installers find most challenging, transforming the results into ready-to-share insights.
We enlisted an army of credible trade influencers to bring authenticity to each of our campaign themes – including the UK’s most popular PB Plumber and Andy Cam. In collaboration with them, we created a suite of educational and entertaining content for social media – across owned and third-party channels.
Our campaign themes were also brought to life through an ongoing programme of trade PR – securing thought leadership articles and product round ups.
We worked with them to create educational and entertaining content for social media.
We facilitated a content day where we gathered fun, educational videos, including helpful advice and product showcases, as well as gifting the product to influencers for reviews.
The content produced was shared across our own social media channels, and we also repurposed it to use within press materials for trade media engagement. In tandem with this, the influencer shared the content – generating positive third-party advocacy and spreading our campaign messaging to an engaged audience.
We supplemented our social media with technical insights, how tos and behind-the-scenes content to drive interest and build brand trust.
Impact
Snug Underfloor Heating had minimal presence within key installer spaces prior to working with us, but our strategic campaign enabled the brand to hit key reach goals – gaining advocacy from trusted influencers, infiltrating trade press, and growing its social media presence significantly.
In just three months this project delivered:
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Increased Facebook following by x 7 in two months
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Surpassed average social media engagement rates by over 5,000% on Facebook and over 300% on Instagram
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Secured 13 pieces of trade coverage in leading installer titles: PHAM News, Installer Magazine and PHPI
All influencer provided positive third-party endorsement, with one of the product review videos triggering a spike in product enquiries. YouTuber Mark Tiff became a long-term partner of the brand – appearing at trade shows and creating more valuable content.
Our campaign delivered impactful results with a limited budget, moving the dial for Snug Underfloor Heating towards a new revenue stream in the installer market. This work achieved a CIPR PRide Gold Award in 2022 for ‘Best Low Budget Campaign’.