45% of those who saw the campaign said it made them want to change their radiators
Research conducted by Boutique found that only 17% of the population consider changing their radiators. This sits far behind other home improvements like updating wallpaper (88% consideration), changing carpets (68%) or replacing furniture (67%)
Despite there being an estimated 190 million radiators in the UK – 4 times the number of cars – the specialist heating category was trailing behind in the home improvement space
For new designer radiator specialist brand BestHeating, we knew we needed to grow demand within the category in order to grow their business
Armed with the insight that people did not view radiator replacement as a priority in their home improvements, we set about developing a campaign that would help to reposition heating for consumers
This helped to develop the concept of the ‘Forgotten Radiator’ – the sad, drab white box in the corner of the room previously overlooked in renovation projects – and the alternative, stylish designer radiator as offered by BestHeating
Having previously only invested in PPC, we knew that there was a big opportunity for BestHeating to reach a huge new audience, and so we took them to TV for the first time. The national campaign was delivered across Channel 4, ITV and Sky, as well as Home Interest magazines and national press
The launch was underpinned by a national PR campaign, positioning BestHeating as experts in the field through content ranging from getting the best possible performance for radiators, to helpful advice on maintenance, and even insight into how much it costs to heat Downing street – and gaining valuable link equity from high authority domains, aiding the brand’s topical relevance and positively impacting organic performance
49% of those who saw the campaign said it made them think about radiators differently
45% of those who saw the campaign said it made them want to change their radiators
82% of people who saw the campaign said they were more likely to consider purchasing from BestHeating in the future
“With the help of the amazing team at Boutique and their dedicated and detailed approach to PR, print and TV advertising, we have seen significant growth of our BestHeating website over the last 4 years. The insight, advice, know-how and expertise lead by Boutique has helped us to achieve our strongest year to date. Our latest TV commercial, launched by Boutique, makes a feature of the orange radiator, which has seen a +300% increase in sales of this particular product alongside a trend for more coloured ranges and differing shapes and sizes of radiator.”
Ali Jones, Marketing General Manager, BestHeating
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