Purdy is the epitome of a professional brand, a premium product with a huge fan base of loyal users. However, it had lacked market presence in recent years and in 2020 CIB was tasked to increase its SOV and re-establish its authority. The activity encompassed PR and social media and included the launch of the new Cub brush, which was also supported by trade and social media advertising.
The launch of the Purdy Facebook page has been particularly successful and over the last 18 months has grown significantly - with 22,000 new followers to date, a reach of 2.68m, over 30,000 post engagements and 500,000 video views.
In 2021, the focus has been on brand positioning, with a major campaign, Inspiring the Next Generation, which has seen us travelling the country to interview professional decorators on ‘what makes a professional decorator?’ The aim of the campaign is to champion professional decorating and inspire the next generation to join – whilst of course also reinforcing the difference good quality brushes and rollers make to achieving the perfect finish.
To support the campaign, a national Mentor of the Year competition has been launched, which rewards those in the industry that are inspiring the next generation – with apprentices and trainees encouraged to nominate their mentor. CIB has worked with the CITB and the Professional Decorating Association to reach younger decorators and encourage entries.
The 2021 activity is successfully re-engaging with the Purdy heartland and reaching a new generation of decorators. So far, the Inspiring the Next Generation videos launched to date have achieved 45,000 views and we’ve had a fantastic response to Mentor of the Year so far (deadline 30th September).
Similarly for Geocel, the aim of 2020 was to re-establish its brand presence to better reflect its standing in the market. There was a particular focus on two major product launches – the ecoSEAL system and THE WORKS PRO – which has achieve consistent coverage over the last 18 months, with over 75 pieces of coverage and over one million media impressions.
This year, the aim has been to inject some personality into the brand and CIB has worked with a TV personality and trade influencers to develop more engaging brand content. We’re working with ‘Britain’s Favourite Builder’ Julian Perryman on the Setting the Standard video series, which sees us out and about on site with Julian, showcasing Geocel’s wide range of products.
We suggested Julian for the campaign to inject some real personality into a brand that is quietly the favourite of many in the trade – but not shouted about enough. A comprehensive video schedule will be delivered across two years, to get the trade talking about Geocel’s high performing products – that won’t let you down.
To encourage trial of the ecoSEAL system, we sought the assistance of a number of industry influencers, asking them to take the ecoSEAL Challenge, and encourage others in the trade to take the challenge too. The first campaign push achieved 750 product registrations, with more phases to come.
These campaigns, plus the re-launch of the Mates Range and intensive technical feature activity has seen us significantly build on year one PR activity, with over 100 pieces of coverage achieved to date.