Challenge

In a competitive landscape dominated by rivals such as Kohler, Delta and foreign manufacturers, Moen faced the challenge of solidifying their position as the preferred faucet brand in the single-family builder market. The goal was to not only differentiate Moen from these competitors but also convince builders to choose or remain loyal to the brand. To achieve this, Moen partnered with us to craft a compelling narrative that resonated with builders and highlighted their unique advantages.

Solution

To overcome these challenges, we implemented a comprehensive approach driven by thorough market insights. Through a series of client workshops and analysis of customer data, we identified key market differentiators that would shape our strategy. The heart of our campaign emerged as Moen’s dedicated salesforce: 180 factory-direct manufacturer’s reps, who offer unparalleled expertise and personalized support to builders. Leveraging this insight, we launched a Builder Blitz campaign that showcased these sales reps as the unique connection builders could not find with any other brand. Our multifaceted approach included print ads, collateral and video content that directed builders to a specially designed microsite. This platform allowed builders to “meet” senior members of the Moen team, highlighting their personality and unmatched expertise.

Results

The Builder Blitz campaign yielded exceptional results, securing meetings with more than 25% of targeted builders and achieving an impressive average conversion rate of 10%. Targeted digital ad impressions reached 485,150, exceeding our goal by 194%, while generating a total of 787 clicks and a click-through rate of 0.235%. Moen emerged as the most familiar brand among builders, surpassing competitors, including Delta and Kohler, to become the #1 choice in the market, capturing 35% market share. Through strategic insights, a compelling narrative and an unwavering commitment to quality and service, Moen successfully enhanced their brand presence in the competitive builder market, solidifying their status as the go-to faucet brand for industry professionals.