Navien
We’re ON It.
For the last few years, Navien – the world’s fourth largest boiler manufacturer – has had its eyes set firmly on growth. Following a series of brand-new product launches, Wyatt International devised a creative-led PR and social media campaign to fuel brand awareness in the UK market and ultimately, drive boiler sales.
The thinking…
It was important for us to delve deeper into the technical aspects of Navien’s boiler range to truly understand the product differentials and how the range stacked up against competitors. One of the core benefits we uncovered was Navien’s ON technology, which focuses on ‘putting hot water first’. The Navien boiler technology maximises recirculation of domestic hot water, whilst significantly reducing water wastage. The three key selling points of the technology are recirculation (rapid hot water), consistent (constant temperature guarantee) and endless (up to three showers at once). These core messages fuelled the creation of ‘We’re ON it’.
The execution…
Following our research, we produced a communications plan that focused on highlighting the infinite technology, with ‘recirculation, consistent and endless’ forming the foundation for all PR and social media communications. To launch the campaign, our designers worked closely with Navien to create a brand-new concept using the infinity symbol and its similarity to the letters ‘O’ and ‘N’. With the visuals and creatives, ‘We’re ON It’ was brought to life.
This campaign incorporated all facets of the marketing mix. Design and key visuals, organic and paid advertising across social media, emailers, and editorial placements in tier-one trade publications. Our PR activity centered around the three-tiered product benefits of each of the NCB ON boiler range, all of which was supported simultaneously with brand awareness pieces about Navien as a whole.
The results…
The ‘We’re ON it’ visuals were the lead images across all print and digital platforms, including social media and key industry publications. In total so far, we’ve secured 55 insertions in core titles and our YTD print reach is just over 1.3 million. Furthermore, our email campaigns have been opened over 140,000 times and have driven more than 5,000 people directly to Navien’s website for more information on the new boiler range. Additionally, 500 new installers have signed up to the Navien Choice installer rewards programme.
Each organic social media post received, on average, over 3,500 impressions across LinkedIn, Facebook, Instagram and Twitter. Paid social campaigns were also conducted on Facebook and Instagram, with the target of driving website traffic and raising engagement. With a total spend of just under £4,000, the total reach was over 730,000 with more than 8,000 engagements.
If you’d like to talk to us about a B2B PR campaign or perhaps something a little more creative? Get in touch by emailing us at hello@wyattinternational.com.