CASE STUDY
Napoleon Fireplaces
CHALLENGE
Let’s be honest, fireplaces are not a big consumer-branded category. So, how does Napoleon, a successful Canadian fireplace manufacturer, enter the U.S. market during a time when builders are cutting fireplaces out of their home plans to lower costs?
SOLUTION
Demonstrate to builders and architects that INCLUDING fireplaces will actually help them sell more homes.
Consumer research: We knew fireplaces were being undervalued by builders. So, we conducted consumer research to measure the value and impact of fireplaces in homes and the results blew us away.
Hot Spots campaign: We created the campaign to show builders, remodelers and architects that including more fireplaces in their designs could help them sell more homes or projects.
Increased sales: We not only increased Napoleon fireplace sales we reinvigorated the entire fireplace category.
RO!
The Hot Spots campaign significantly elevated Napoleon’s brand awareness, usage, and preference. This campaign also changed the role and value of Napoleon’s sales force from transactional stewards to experts and consultants.
Consumer research, selling tools, targeted B2B advertising and PR campaign contributed to achieving the company’s goal of doubling sales in less than 5 years.
0
percent
Builder Brand Usage Increase
0
percent
Builder Brand Preference
0
percent
Napoleon Sales Growth
APPROACH
Hot Spots Research Study
We produced 6,000 research study guides to share the research findings and insights. Our goal was to help builders and dealers better understand how and why consumers valued fireplaces more than they realized.
HOT SPOTS DESIGN GUIDE
To help builders and architects implement the consumer insights, we partnered with internationally acclaimed architect Wayne Visbeen to produce a beautifully crafted Hot Spots Design Guide.
The design guide showcased fireplaces in multiple rooms, no matter if the home was traditional, contemporary, transitional or rustic. More than 4,000 hardcover design guides were distributed.
WE SPREAD THE WORD FAR AND WIDE
We debuted the campaign and research at the Hearth, Patio & Barbecue Association where we were a keynote speaker.
At the International Builders Show, more than 44,000 trade professionals were exposed to the Napoleon booth, designed by world-renowned architect Wayne Visbeen and featuring 4 playhouse vignettes representing the 4 pillars of design, each incorporating a Napoleon fireplace.
We spent the next year taking the show on the road with the Hot Spots research as the central theme at numerous trade shows, keynote addresses and educational forums worldwide.
OUR MEDIA TARGETS THE RIGHT AUDIENCE
We knew consumers were not thinking of specific brands for fireplaces and that they were turning to the professionals for fireplace ideas. So, our target audience shifted from consumers to trade professionals in the industry.
We recognized the critical need to generate awareness, brand use, brand preference and brand quality ratings among the trade. We provided invaluable consumer and fireplace design insights through mixed media and digital extensions like the Hot Spots microsite, which received more than 252,000 unique page views.
OUR PR AND SOCIAL MEDIA CONTENT GAINED A LOT OF ATTENTION
Our public relations team promoted the Hot Spots research and program, and the largest trade publications took notice. We generated more than 1 million trade impressions as well as more than 100 million consumer impressions -- and it’s still being talked about today.
A Facebook vlog series was produced also featuring architect Wayne Visbeen, promoting fireplace design ideas to engage professionals and consumers alike. This series gained more than 1 million views.
OUR CAMPAIGN IS AWARD WINNING
The campaign received numerous awards including a 2019 Effie Finalist Award. Hanley Wood named Napoleon the 2018 Marketer of the Year. Napoleon also received the Hanley Wood 2018 Brand Builder Gold Award for Best Integrated Marketing Campaign.