Always On Results For Saniflo

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


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


  • 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


  • 20% YOY lift in site traffic
  • Bounce rate decreased from 80% to 60%
  • YOY sales increase +20%