Firstly, we got to the heart of the issue the product solves: the financial cost of residential water damage. We knew audiences such as homeowners, holiday letting companies and insurers would care about this. But, given the product’s infancy, gaining traction with those audiences could be expensive.
So, we focused our strategy on initially building advocacy with trusted tradespeople – essentially, the people who would be installing the product.
We partnered with the original plumbing influencer, PlumberParts. With more than 240k YouTube subscribers, 55 million views and 70k+ followers, we knew he was the man for the job.
Tactics included rolling out a 30-minute installation video, social snippets, a YouTube Live giveaway, a competition, trade PR, social amplification on REHAU’s own feeds and a sequential YouTube seeding campaign.