Moen: Builder Campaign

  • Services:

    Integrated

  • Client:

    Moen

Moen: Builder Campaign


Integrated
  • Full Version

Using key market differentiators identified by our Insights team, Wray Ward created a compelling campaign featuring Moen’s sales reps, creating a connection with builders no other brand can match.

Project Overview

What We Did

To solidify Moen’s position as the #1 faucet brand in North America, we started by examining existing perceptions with a series of client workshops and customer data. As key differentiators emerged between Moen and other plumbing manufacturers, we found the heart of our compelling campaign: A force of 180+ dedicated, factory-direct manufacturer’s reps who offer expert advice and help their clients spec exactly the right products. In print ads, collateral and video, we closed the loop across all platforms by driving builders to a microsite where they could “meet” the senior members of the Moen team and discover the unique personality and unmatched expertise of its incredible staff.

Print & Online Advertising

Our advertising in builder pubs featured these earnest, experienced professionals and directed readers to the pro.moen.com builder landing page. This page featured the campaign look and enabled visitors to explore video testimonials and connect with Moen to arrange a meeting and experience the Moen point of difference in person.

Digital Design

For a consistent builder message, we created a new landing page on the Moen Pro site. To give that message even more depth, the landing page featured videos Wray Ward produced, which were edited from interviews with Moen sales reps describing exactly what separates their company from the competition. In addition, the page highlighted favorite collections among builders and enabled viewers to contact Moen for a meeting.

Online Video

Wray Ward created a series of testimonial videos featuring Moen reps who not only displayed their industry expertise, but also exuded conviction about how they help their customers.

Content Marketing

To further increase traffic to the Moen builder landing page, campaign elements were woven into the Builder OnSite e-newsletter program. The campaign was aimed at setting up sales meetings and encouraging builders to specify Moen products.