REHAU: Build Your Legacy
To increase awareness of REHAU’s range of building solutions and polymer pipework among the UK’s network of M&E contractors, and generate sales leads to grow the brand’s opportunity pipeline in the process.
Having analysed the market for commercial plumbing pipework and fittings, we found that competitor brands had been guilty of creating a transactional relationship and were all laying a claim to the same product features and customer benefits. Eager to differentiate REHAU and its premium product range, we decided to focus on the emotional and social benefits of its products – tapping into the passion and enthusiasm M&E contractors have for the projects they work on.
Our Build Your Legacy campaign saw us create a series of downloadable specification guides which would not only act as lead magnets, but would also help contractors to build their own legacy by installing quality building services that last.
A ‘halo effect’ was created around each guide – ensuring interest was leveraged across a multitude of channels including the REHAU website, social media, email and the established trade press.
In total, the campaign delivered:
- a total reach of 261,125
- 57 pieces of media coverage
- a 30% year-on-year increase in website visitors
- 14 CPD bookings from CIBSE members
- 233 opted-in sales leads with a collective project opportunity value of £5.1 million.