American Standard is the industry leader in North America for bath and plumbing fittings and fixtures. In 2015, American Standard was recognized as number one for “Brand Familiarity” in the Bathroom Accessories category by Builder Magazine.
The Ask:
American Standard knew plumbing contractors needed a product that took less installation time and less cost to earn even more work. The Flash™ Rough-In Valve provided the solution they were looking for.
With this new product targeting plumbing contractors installers, American Standard saw the opportunity to launch a focused campaign. The problem was that the plumbing contractors market had changed—and getting contractors to convert to any new product is about as easy as hauling a cast iron bathtub up three flights of stairs. They knew they needed help to break through the noise and make an impact with their new product.
The Solution:
First understand 1) What they had created and why? 2) Who they were targeting with the product? 3) Why this audience segment would find it valuable? Through customer research we learned that many already had faith in the American Standard brand—but we still needed to highlight what made this universal flush valve different from—and better than—the rest.
In the end, we delivered the creative aspects of the digital marketing campaign, devised the launch strategy and flipped the switch on activation. We gave the American Standard digital team everything they needed to execute the plan. And it worked.
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