Key performance figures
Background
PolyPlumb has been a trusted name in Polypipe Building Products’ plumbing and heating portfolio for over 25 years. Now, with a complete redesign featuring advanced tooling and enhanced functionality, PolyPlumb® Enhanced has arrived. We were tasked with launching the new range to tradespeople in the plumbing and heating industry. Our goal was to generate excitement, build anticipation through a teaser campaign, and successfully introduce PolyPlumb® Enhanced to drive RMI sales and market share. To ensure long-term engagement, we developed an education initiative, including a college roadshow to educate final-year students, with selected institutions receiving product donations. We also launched an Ambassador Programme to give two apprentices a valuable career boost - helping to bridge the UK’s well-documented skills gap.
Process
Market research shaped both the campaign’s messaging and design. To assure UK installers that their feedback had been acted upon, we crafted a direct and confident campaign voice centred around “FIT WITH CONFIDENCE.”
To showcase the product’s advancements, we used high-resolution 3D imagery, making its benefits clear and compelling. A comprehensive advertising strategy combined print and digital placements in key trade publications, alongside editorial features and year-round competitions to sustain engagement.
We also partnered with Fix Radio – the UK’s first station dedicated to the construction industry, reaching over 500,000 listeners. This included a high-profile competition that amplified awareness and interaction within the trade community.
Campaign Rollout
Working closely with Polypipe Building Products, we ensured the campaign launched at the most strategic moment, aligning with internal schedules and manufacturing timelines.
A Teaser Campaign in late 2023 built anticipation, allowing installers to pre-register for exclusive sample packs. By February, we transitioned into the full launch phase, ramping up all advertising channels. A targeted PPC campaign saw rapid success, generating 1,023 form submissions in just two months.
Every element of the campaign was meticulously coordinated with our advertising partners, ensuring a smooth, high-impact rollout.
Results
Within the first six months, the PolyPlumb® Enhanced campaign delivered outstanding results:
• 13,646% ROI, highlighting commercial success
• 2,400 online qualified leads, driving strong sales potential
• 93,976 print ad impressions and 546,942 digital ad impressions, maximising visibility
• 63.2M Fix Radio reach, expanding brand awareness
• 5,500 campaign-related video views, enhancing engagement
• 18,300 product samples sent to installers, ensuring hands-on experience
With a precisely executed, multi-channel strategy, this campaign not only introduced PolyPlumb® Enhanced but firmly positioned it as the go-to choice for UK installers.
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