To help Pfister faucets drive share of voice and increase market share, indie agency SCS launched a brand campaign that would punch above its weight and carve out a unique space for a strong win in the highly competitive home improvement space. Through the brand roadmap planning process, consumer research, and the in-market performance of previous product campaigns, SCS distilled key learnings and core consumer insights to focus the brand around a positioning that would connect Pfister quality and value to a portfolio of styles as unique as any customer considering a kitchen or bath refresh.
The “Pfits Just Right” creative focused on helping consumers see their world with Pfister in it – from modern to transitional and everything in between.
SCS’ Chief Creative Officer John Zegowitz comments: “Like so many things we buy for our home, our personal worlds, we understood that whether people are renovating or replacing, they’re creating extensions of their own personalities and styles.”
The campaign was all designed around the characters unique styles and situations. From a modern kitchen with a vintage twist, to an artist’s bathroom designed with simplicity in mind, the campaign was built to feature a broad portfolio of unique Pfister designs and match them to a set of unique personalities. Each Pfister design got its own set of creative that also supported the brand, but when they all came together, they worked to create the overarching ethos.
The featured storytelling resulted in spots designed for TV, as well as over 80 assets custom-built for the digital landscape, from social to interactive banners across anywhere a consumer would be looking for inspiration for their kitchen or bath. Leveraging TV for the larger impressions, and geo-fenced creative around key retailers, this campaign delivered on the results: bring attention to DIY home owners, driving consideration and share of voice for Pfister up, across the board. Click here to access all creative elements.
About SCS
SCS is a brand transformation agency that uses data science and creativity to help brands perform. With a 100-person team across offices in Southern California, Atlanta, and Ottawa, Canada, this full-service integrated agency optimizes brand performance in the Lifestyle, CPG, DTC, Automotive, Technology, Home Improvement, and Youth & Family categories. Founded in 2016 through a merger of Schiefer Media, ChopShop Entertainment, and Fuel, SCS is an independent agency with Strategy, Media, Creative, Digital, UX, and Social Media practices. It recently merged with digital performance marketing agency Swarm which uses data, user experience, and technology to drive lead generation and e-commerce performance. Founded in 2009, Swarm is known for its digital strategy work in the Financial, Home Services, Retail, B2B, Consumer Products, E-Commerce and Attraction/Tourism Industries.
