Washrooms are getting bigger, with a move towards full-height and deeper cubicles. Responding to this development, laminate manufacturer Formica Group created a range of optimised washroom sheets minimising fabricator wastage.
Our PR team identified the commercial interiors sector as a noisy environment with a lot of companies competing for space within the trade media. With washroom sector communications being very functional and product based, our approach was to position Formica Group as leaders in the washroom market and to implement a PR strategy that meant the brand was associated with a solid understanding of the washroom environment.
We recommended creating a washroom report using market research to ask consumers for their views on loos. The idea being to create a state of the nation report including an analysis of key trends such as the rise of gender neutral loos, height and depth cubicle requirements, design trends and changes in legislation (for both schools and in relation to disability). The research also addressed the latest trends and innovations in commercial washrooms.
The market research findings were packaged up in a white paper report to generate coverage, provide headlines and secure buy-in from the media. The report was structured so that it could be ‘pulled apart’ for thought leadership articles.
The campaign reached an audience of 17m and counting. It has featured in over 30 print and digital publications starting with an exclusive in The Times (print and digital) before the white paper was released.
“'Lifting the Lid on Washrooms' was highly successful, not only did it raise our visibility, it also provided collateral for our sales teams and prospects. It was a sophisticated positioning exercise executed in a way that caught people’s interest. The focus on the end user allowed conversations to start. The insight meant we were able to create a state-of-the-nation report while also having material to address more serious sector specific issues ranging from disability to office attitudes towards unisex toilets. The Think Tank handled a sensitive subject, going to the toilet, lightly and appropriately. We’re so pleased with it we’re going to roll-it out in other markets this year”.
Jennifer Neale, European Marketing Communications Manager, Formica Group
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