As the COVID-19 pandemic continued through 2020 and beyond, Ferguson recognized the need and desire for air purification products.
The business came to our in-house creative team to help build an extensive marketing campaign that would position the company as a trusted leader in the field.
I was charged with developing the messaging strategy and copy for these deliverables.
The strategy.
With insight from business leaders, I developed three “taglines” — or positioning statements — for the IAQ campaign. Each one was used for different deliverables and audiences to target specific customer types and goals.
“The future of fresh air starts at Ferguson.”
This message positioned Ferguson as the first point of contact for IAQ products and as the leading source of expertise for both contractors and homeowners.
“Cleaner air for all.”
This message spoke not only to the breadth of inventory at Ferguson, to the notion that IAQ products are accessible and all-inclusive, affecting not just one customer type, but all of them.
“Safety is in the air.”
This message reinforced the practical benefit of the category and the ability to provide cleaner, safer air that’s free of pollutants, particulates, and harmful matter.
The results.
While I departed Ferguson for a new position a few months after the campaign’s launch, I did learn that the creative launch materials our team developed — including emails, social media ads, in-store signage, and other deliverables — helped produce nearly $20 million in combined in-store and online revenue.
Additionally, social media creative drove 81% of IAQ landing page visits in the campaign’s first 30 days.