SaniFlo – Understanding Business Needs & Delivering Results
Campaign Overview
Impetus pitched and won the Saniflo business in a two-way pitch with a multi-national agency at the end of 2017. We were awarded the account for our clear understanding of the business needs which culminated in our recommendation of a complementary strategy that delivered immediate results in Year 1
Product
Macerated Pump and Grey Water Pump
Target Audience
Buyergraphic – Families looking to extend a wet area eg. bathroom, kitchen or laundry
Mediagraphic – People 30-64 who are considering home extension or renovation
Objectives
- Increase site traffic and reduce bounce rate
- Increase sales
How we did it
Channel Selection
Contextual Relevance was the pre-eminent criteria for channel selection due to the niche product usage that is only suited to Home Extension and Renovation
Flighting Strategy
Implemented an always-on campaign flighting to match a lengthy decision-making process (6-9 months and potentially up to 2 years), supported by heightened exposure within contextually relevant environments during key home renovation/building periods (Spring & Summer)
Branding vs Retail
30 secs TVC was front-loaded at the start of the week (Sun-Tue) to maximise Brand and Product awareness whilst 15 secs dominated the back end of the week (Wed-Sat) to increase OTS and drive traffic into stores over the weekend
Content Generation
Generate content to be lifted over onto website to inspire wet area ideation, deepen consumer engagement and enhance user experience
Optimisation Rigour
Offline and Online campaigns are monitored weekly and campaign is continually optimised to deliver improved outcomes
Outcomes
- 20% YOY lift in site traffic
- Bounce rate decreased from 80% to 60%
- YOY sales increase +20%
