Challenge & Objectives
Ashdale Home Improvements specialise in bespoke luxurious conservatories and renovation solutions that transform homes into spaces of sanctuary across the North East.
However, as a relatively new brand operating in a highly competitive local renovation market, Ashdale needed to create a point of difference in the industry. To do so, it was important for them to position themselves as trusted experts when it comes to all things home improvements.
Ashdale were looking for a media partner that would help them to increase awareness within the Tyne Tees region in order to increase website traffic and attract new customers. They recognised that TV advertising would help position the brand as a trusted and credible home improvement company for all homeowners.
Idea & Implementation
Ashdale’s overarching ambition was to grow their business and therefore they identified ITV as the perfect platform to help them scale up. Taking advantage of ITVs regionality enabled Ashdale to advertise specifically across their heartland, the North East. An all time campaign ran across ITV Main Channel with a mixture of peak and daytime spots which helped Ashdale to maximise their reach with a broad adult audience, which was key to business success.
Across the campaign Ashdale ran two different creatives that allowed them to push different seasonal products and messages. Recognising that people were spending more time at home than ever before, the partnership with ITV created the perfect opportunity for Ashdale to engage with a new audience in their heartland when people were seeking inspiration for home improvements.
The airtime plan combined a variety of genres including Soaps, Drama, Game Shows and Factual to create a campaign with longevity that was successful in reaching as many potential customers as possible.
Reaching an upmarket audience, homeowners in the North East region
ITV Trading Audience Bought
138% 138% increase in sales during March vs the previous two months.
March website activity increase by 60% which generated an additional 28 sales leads
75% increase in web activity from when the campaign went live vs pre campaign
Our activity on ITV helped to establish the Ashdale brand quickly in what was a very competitive market. It gave us profile and credibility across the entire Tyne Tees Region during a period which was hugely disruptive and challenging for our business. We are currently working with our agency to incorporate further ITV activity in our marketing mix moving forward as we look to 2021 and beyond with ambitious growth targets. I believe TV will play a valuable part in our media mix as we continue to establish the Ashdale Home Improvements brand across the North East of England.Michael Brain, Director