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 separate 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 Remit: Creative Leadership, Creative Strategy, Concept Development, Copywriting & Messaging, Art Direction
One Platform, Every Customer
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Compounding Creative & Production Efficiency
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One Platform, Every Customer — Compounding Creative & Production Efficiency —
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 needs of each Reece Irrigation & Pools customer directly, and its core concept of ‘to-do done’ transformed into a graphic device and content organising feature.
‘To-do done’ could also transform into an elegant storytelling device.
In social executions this created a engaging narrative, and in print it communicated product benefits in seconds.
Social executions were platform-first, adapted to fit the channel.
Every execution was recognisable, and none of them felt like an afterthought — which is the difference between a campaign people remember, and one they don’t.
Organic social could continue to cement our campaign platform using low-fi or UCG assets that ensured our message felt like part of the feed, rather than an interruption to it.
Merchandise, like this notepad, extended our message into the hands of customers.
They weren’t just generic branded objects, but daily reminders of our campaign platform’s promise.
EDMs and digital display proved the campaign platform's most important commercial quality: it could carry any product or promotional messages.
Finally, staff uniforms and in-branch materials delivered the same message as everywhere else — turning awareness into conversion with confidence.
