Relaunching an innovative product that was forgotten.

The Insight

We first launched our DUO system in 2017. The launch was delivered with a bang, but over the years, it seemed customers had forgotten about the system, opting for traditional systems on the market that were less efficient, costly and labour-intensive.

With insights from our Sales team suggesting customers were reluctant to buy the product outright before trying it, we supported the proposed rent-to-buy scheme through promotional and informative content.

The Idea

I led the content plan, which included working with the senior management team to establish the focus of our campaign, which was to help customers choose between buying or renting and understanding which was more suitable for their project.

The campaign had two clear objectives, to raise awareness of DUO as a rental product and to increase rental revenue by 100%.

The Impact

Content was created across the full marketing mix, including PR, social, a dedicated landing page, and purpose-built case studies showing the versatility of the DUO system for different customer types and projects.

Press stories featured in mainstream industry publications, placing news about the scheme in front of the right people.

Powerful assets such as icons that summarised the benefits were used to reinforce the message across multiple channels, whilst compelling call-to-action copy was created to increase click rates.

This was also tied in with our advertising campaign for greater impact and brand consistency.