Work / Moen

Making the Connection.

Challenge

As the #1 faucet brand in North America, Moen faces stiff competition from all who want a piece of the crucial single-family builder market. To tell builders why they should stick with the brand they know and trust – and to bring more builders on board with Moen- we started by examining tough questions in a series of workshops with our client and by combing through customer data. As key differentiators emerged between Moen and other plumbing manufacturers, we found the heart of our compelling campaign: the very sales reps with whom builders are encouraged to connect through all print and digital materials.

The Idea

Moen is well known to builders for products that are innovative, reliable, beautiful, and easy to install. But Moen also offers builders another critical advantage: a force of 180+ dedicated, factory-direct manufacturer’s reps. Not just any salespeople, these professionals average more than 10 years’ experience and become reliable allies by offering expert advice and helping their clients spec exactly the right products. Of course, they also give the assurance of ongoing support. To further enhance the Moen brand with builders, we featured senior members of the team across our campaign.

Print & Online Advertising

With authenticity that jumps off the page, the senior members of Moen’s dedicated reps show the strength of the Moen brand at a glance. Our advertising in builder pubs featured these earnest, experienced professionals and directed readers to the pro.moen.com builder landing page, featuring the campaign look and enabling visitors to explore video testimonials and connect with Moen to arrange a meeting.

Digital Design

For a consistent builder message, we created a new landing page on the Moen Pro site. To give that message even more depth, the landing page featured videos Wray Ward produced, which were edited from interviews with Moen sales reps describing exactly what separates their company from the competition. In addition, the page highlighted favorite collections among builders and enabled viewers to contact Moen for a meeting.

Online Video

Wray Ward created a series of testimonial videos featuring Moen reps who not only displayed their industry expertise but exuded conviction about how they help their customers.

Content & Direct Marketing

To further increase traffic to the Moen builder landing page, campaign elements were woven into the Builder OnSite e-newsletter program.

The campaign’s emphasis on Moen’s outstanding sales reps supported its Builder Blitz campaign, aimed at setting up sales meetings and inducing builders to specify Moen products.

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