Get Your To-Do Done
A scalable campaign platform that unified every piece of Reece Irrigation & Pools’ consumer communication for the first time.
The Thinking: Reece Irrigation & Pools was running four unique campaigns a year — each targeting different customers, products, and services — plus ad hoc and always-on activity. The result was fragmented communication that never built on itself, and a production budget spread too thin to make any single campaign land. So we developed a campaign platform that was flexible enough to carry every customer, every product, and every channel, delivering a consistent, cumulative brand presence and exceptional commercial efficiency.
My Core Remit: Creative Leadership, Concept Development, Art Direction, Copywriting & Messaging
Creative Costs Cut
—
Every Product, One Promise
—
Creative Costs Cut — Every Product, One Promise —
Reece Irrigation & Pools has a diverse range of customers, and each needs different products and services. But all those products and services had one thing in common: they helped customers get their to-do done.
The campaign platform’s flexibility gave it the ability to acknowledge the unique needs of each Reece Irrigation & Pools customer, and its premise transformed into a versatile graphic and content organising device.
‘To-do done’ could also transform into an elegant storytelling device.
In social executions this created an engaging narrative, and in print it communicated product benefits in seconds.
Social executions were platform-first, and adapted to fit the channel. Every execution was recognisable, and none of them felt like an afterthought.
Organic social could continue to cement our campaign platform’s core message, while using low-fi or UGC assets.
Merchandise, like this notepad, could extend our message into the hands of customers. Each one a daily reminder of Reece Irrigation & Pools’ promise to its customers.
EDMs and digital display proved the campaign platform's most important commercial quality: it could carry any product or promotional message.
Finally, in-branch materials delivered the same message as everywhere else, turning awareness into conversion, effortlessly.
Creative, cohesive. Cost, cut. And for the first time, every dollar of Reece Irrigation & Pools’ marketing budget pulling in the same direction.