BRINGING HARD-WON INSIGHT TO Home improvement
S+R has worked to solve the toughest marketing challenges in the DIY space with clients including big-box home improvement stores, niche DIY retailers, a legacy paint brand, and a premier decking manufacturer.
Unearthed insights that turned a private label paint company into a leading global DIY brand
Developed a winning strategy that changed the trajectory for a premier composite decking brand
changing the trajectory
A premier composite decking manufacturer was falling further behind the category leader. They needed a big idea—a distinctive positioning to feed breakthrough marketing, retail activation, and innovations. A trajectory changing strategy that would set the world on its ears. And they needed it in two months as the Board of Directors was waiting for THE ANSWER.
With no time to waste, we eschewed formality in favor of a scrum. We built a robust research plan talking to over 13,000 consumers, contractors, and dealers. We built an evidence locker where every day we connected the dots as data from our 12 parallel studies rolled in. Thoughts would go up and down, and the story would be shaped and reshaped. We did this ourselves, but we also invited clients to be part of the sausage making, rather than just presenting them with the finished dish. Based on the data, we worked our way through the whats and the so-whats. Then our creative teams brought the strategy to life with visualized ideas that not only made it easy for our clients to understand but also allowed us to test with consumers to get preference data that confirmed the business potential of the new approach. The result was an unassailable and inspiring strategy that impressed the board and switched on an exciting future.