Growing brand awareness in the installer market for Snug Underfloor Heating

Challenge

To grow brand awareness in the installer market for Snug Underfloor Heating, ensuring its products would be the first choice for plumbers and electricians installing UFH.

Snug already had a strong position in the merchant market, so it was vital we found a way to attract the installer market, with a focus on social media, PR – especially high quality trade editorial - and influencer content. 

Solution

We knew it was important to engage installers at all stages of the purchasing journey.

We devised three mini campaigns featuring influencer activity, social media and media relations to bring them to life.

Our first campaign was brand-focused and launched ahead of the peak season, to ensure Snug was front of mind when autumn/winter arrived. Guided by sentiments expressed by real-life professionals from our installer network, we focused on ‘warming up for winter’ and preparing for the peak season:

• We enlisted two of the UK’s most popular trade influencers, PB Plumber and Andy Cam, to help us created useful, authentic content
• We facilitated a filming day using our in-house video specialists to deliver two stand-out content pieces from the same shoot
• The content generated was the heart of the campaign and we used the videos across blogs, social media and press materials

Our second campaign went lower down the purchasing funnel to focus on product awareness and was timed to when installers are ready to buy. We created a host of technical content to educate and inform installers on UFH, while also positioning Snug as a voice to trust:

• We secured two credible influencers — electrician @apex.e.c on Instagram and plumber Mark Tiff on YouTube
• We offered gifted products for the installers to test and create a selection of positive content explaining the features and benefits of Snug’s UFH solutions

Our final campaign increased our reach amongst the trade press:

• We took to the floor at the Installer Show — the UK's largest event for influential installers and specifiers of air, water, heat and energy technology
• From data collected from almost 150 installers, we generated a news story revealing the biggest challenges facing installers when it comes to underfloor heating