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Kitchen & Bath Brand
Tell millions our client's stories, to redirect them.
Client: General Plumbing Supply
Type: Business to consumer and the trades. 25 + locations.
The Opportunity: Millions of potential customers are headed to the wrong stores every year. How do we speak directly to those people to redirect them to our client's stores which are an enormously better choice?
Industry.
Some smaller kitchen and bath companies believe their size is their disadvantage. They look at enormous competitors with massive advertising budgets and assume it’s difficult to compete at that level. In reality, the opposite is often true. The fact that they are not enormous is their unfair advantage. Because in this industry, customers are not really searching for products. They’re searching for trust.
Kitchen and bath projects can feel overwhelming. Too many choices. Too many expensive decisions. Most customers secretly feel the same thing: “I don’t know what I don’t know.” They wish they had someone they trust to guide them honestly.
Some companies market shiny new products or discounted prices. But customers are unconsciously asking a deeper question: “Who can I truly trust to guide me through this?” That’s where smaller family-owned companies often possess hidden advantages. Longtime employees. Generational loyalty. Great reviews. Familiar faces. Deep knowledge. Real accountability.
Many companies already possess the emotional ingredients customers are searching for. They just haven’t yet discovered how to communicate them properly.
Story.
This client has been family-owned for well over a century. And the moment you walk into one of their showrooms, you can feel it. Everything looks beautiful, but more importantly, there’s a feeling that the people inside truly know what they’re doing.
And over time, something unusual happened inside this culture. People stopped wanting to leave. Employees don’t stay for a few years. Many stay for decades. Some families have worked here for generations. That tells you everything you need to know. That’s what makes this story so powerful. Most competitors can replicate products. They cannot replicate culture. And that’s exactly the story we want to tell. Not stories about faucets or cabinetry. Stories about trust. Stories about guidance.
There are millions of people every year headed to the wrong stores simply because nobody has properly explained why a company like this is different. Why would someone choose a big box store — where they may be helped by someone saying, “Plumbing supplies are in aisle 27” — when they could instead work with people they can genuinely trust?
The spokesperson role provides a consistent voice of trust, but real employees regularly appear in the spots as well. Because these are not actors, their emotional investment becomes enormous proof. When the culture is real, the storytelling becomes extraordinarily believable. Every detail matters. The visuals. The music. The pacing. The emotional tone. Everything is intentionally designed to help people arrive at one simple conclusion: “These are people I can trust.”
Delivery & Result.
The most remarkable result of this campaign is the consistently unusual view rate. To reach the exact right audience, we target viewers surrounding the company’s 25+ locations who are identified by Google as currently in the market for kitchen and/or bath products.
Our view rates consistently remain between 55% and 60%. These are viewers who choose to watch the entire spot when given the chance to skip it at 5 seconds. Nationwide average view rates for this type of marketing are typically between 12% and 15%.
That difference says something extremely important. It’s evidence that we are telling stories people genuinely want to hear. And perhaps most importantly, we are reaching millions of people exactly when they are in the market for what our client sells.
Attention is not being forced. It’s being earned.
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