With two very different audiences - consumers and members of the trade - Master Plumbers was struggling to communicate well; trying to talk to both alike had resulted in confusion and little active engagement.
We refreshed the look and feel of the brand and separated the digital landing points for each audience by creating two websites in isolation.
Targeted at consumers, the “Don’t Risk It” campaign was launched late in 2015 across online and offline channels to convey the benefits of using a registered Master Plumber.
A separate website was built to focus on trade, to engage existing members and show off value to potentials.
Following the launch of ‘Don’t Risk It,’ we noticed an immediate impact with strong engagement through the website, with visits from over 10,000 kiwis, in the first 12 months of activity.