Driving brand fame for Victorian Plumbing
Victorian Plumbing are an E-commerce bathroom retailer, who compete with a varied market including the monsters in the DIY world, as well as various online specialists including a similarly named competitor. As an online brand it is important we spring to mind quickly for consumers when entering that buying process, and whilst Victorian Plumbing can dominate the search landscape we weren’t as well-known as our competition. How do we make them more famous?
There are a few key challenges for Victorian Plumbing in their market place. How do we make our brand more memorable? How do we steal share from the big DIY stores that are on most people’s doorsteps? And how do we differentiate from Victoria Plum?
Our solution involved really looking at the key drivers to market which we aligned with some bespoke research and some of our more standard planning tools. We also needed to reach high volumes of people as there is also a large “need” based audience who have to replace bathroom fittings in unexpected occasions. Victorian Plumbing have always had great creative assets to work with, creative that is distinct from category norms of “samey” product shots and sale messages. Our provided a mix of media including linear TV with broadcaster VOD support, as well as OOH to reach our younger audiences out and about in their busy lives. TV Sponsorship has been successful too with Ninja Warrior giving us a great audience and time to communicate with the consumer and drive frequency and memorability of our brand. More targeted digital media has been bought to build frequency and relevancy to our redefined audience segments, with greater engagement seen off the back of this.
Our key measure of spontaneous awareness in brand tracking has continued to grow successfully, whilst YoY sales continue to grow at a healthy rate.