Challenge & Objectives

Ruggable is a premium brand specialising in machine-washable rugs and in 2024 launched its campaign, "House Lingo," the brand’s first on British TV. Partnering with ITV's "Business For All" initiative, Ruggable was able to bring the campaign to the masses, expanding its reach beyond digital channels, whilst driving brand awareness and enhancing its position as a high quality product in the rug category.

Core Audience & Category Context:

The brand primarily targets female audiences, parents, and pet owners who value both aesthetics and practicality. While focusing on this core audience, with this campaign Ruggable aimed to leverage ITV's diverse national audience to reach a broader market.

The rug category in 2024 saw a surge in diverse offerings, from sustainable options to bold designs. However, Ruggable's unique selling proposition of "washable rugs" positioned it in a league of its own. The brand's main challenge was to establish trust and recognition among British audiences who traditionally favoured established high-street brands.

Idea & Implementation

The campaign strategy involved both linear and BVOD activity. Following our inhouse power analysis, we deduced that the hero TV campaign would be aimed at a broad but London based audience with a 10% spend allocation on ITVX, intended to extend this reach with genre-specific targeting around dramas, as well as contextual targeting around home and garden shows. 

Both elements of the campaign gave Ruggable the perfect mix of being seen by the masses and by viewers with a higher propensity to engage with the brand in the premium context offered by ITV.

Client Quote

"Working with ITV on the House Lingo campaign as part of their Backing Business initiative was an incredible experience for Ruggable. ITV's expertise in connecting with audiences helped us elevate our brand message and reach homeowners across London in an authentic and engaging way. The House Lingo campaign not only showcased our innovative washable rugs but also resonated with viewers, inspiring them to rethink how rugs can transform their homes. The collaboration was seamless, and ITV’s vision and support made the entire process enjoyable and highly impactful. We’re thrilled with the results and look forward to future opportunities to partner with ITV!" - Charlotte Ford, Senior Marketing Director

The Response

Targeting Strategy

Brand Target:

• ABC1 Adults

ITV Trading Audience Bought

• ABC1 Adults

• HPCH

ITV Region

• London only

The Results

• 31% rise in uplift in users to site(Comparable to largest Black Friday sales) 

• +20% SOV in campaign period

• 123.0k Incremental website visits

• 29.8K Incremental site visits per 10M impacts 

• 2.9% increase in total web traffic 

• 33% increase in Organic &

• 48% increase Paid social