REHAU’s ‘Build Your Legacy’ campaign has been shortlisted in the upcoming PRCA Dare Awards Midlands region for the Trade & B2B Campaign Award.
The awards recognise the best PR and communications professionals nationwide, with finalists selected by a panel of industry experts.
REHAU’s campaign was delivered by WPR Agency, alongside the inhouse REHAU marketing team, and focused on increasing awareness of specific products to the mechanical and electrical contracting audience.
Central to the campaign was a focus on three core products; RAUPIANO, which delivers acoustic drainage solutions; RAUTHERMEX, a pre-insulated pipe product; and RAUTITAN, a pipe utilised for drinking water and heating.
The Build Your Legacy campaign set out to not only promote the benefits of these products, but also highlight the legacy contractors would be leaving behind and tap directly into the pride this group find in their work.
Using a suite of multichannel content, the campaign was rolled out via long form content in the shape of four detailed guides available for download.
The guides focused on four key areas for the M&E contractor market; acoustic drainage, pre-insulated piping and district heating guide, 21st Century heating and plumbing and offsite construction.
Additional content utilised included a number of detailed editorial pieces drafted and published in key publications, video content and a LinkedIn campaign targeting the key audience – with one call of action driving the audience to the campaign landing page.
The campaign successfully reached all its KPIs, with key results including a 30% year-on-year increase in traffic to the Building Solutions area of the REHAU website, 57 pieces of media coverage in print and online, up to 300 qualified sales leads and 14 CPD bookings.
Jo Trotman, Marketing Communications Manager at REHAU, commented: “When we saw the Build Your Legacy campaign it just felt right for REHAU.
“We have always been focused on manufacturing the highest quality products, but it is about much more than that and this campaign taps into that other side – that we are all working together to leave something behind, our own legacy.
“The results have been fantastic, and we’ve really been able to highlight our in-house expertise across a range of subjects whilst reaching out to a core audience and hopefully providing very useful insights.
“We’re looking forward to continuing with the campaign and working more with the M&E contractor market.”
The awards will be announced on 3 July, at the Midlands Event in Birmingham; more info about the campaign, as well as a downloadable guide, can be found by visiting www.rehau.uk/buildyourlegacy
Ross on Wye,
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